Authoring and delivering wrap packages of cards with custom content to target individuals

ABSTRACT

A method for using analytics to define and deliver wrap packages of cards with insight content. The method includes the steps of generating insight content by applying analytics to a set of data, inserting or associating the insight content into one or more content component container(s) included in a set of cards of a wrap package, and generating a wrap descriptor for the wrap package.

CROSS REFERENCE TO RELATED APPLICATIONS

This application is a Continuation of U.S. patent application Ser. No.14/747,436 (P020), filed on Jun. 23, 2015. This application also claimsthe benefit of U.S. Provisional Patent Application Nos. 62/062,056(P001P) and 62/062,061 (P002P), both filed on Oct. 9, 2014 and bothentitled “Wrapped Packages of Cards for Conveying a Narrative With MediaContent, Providing Application Functionality, and Engaging Users inE-Commerce”. This application further claims priority of U.S.Provisional Patent Application No.: 62/084,171 (P005P), filed Nov. 25,2014; 62/091,866 (P005P2), filed Dec. 15, 2014; 62/114,675 (P005P3),filed Feb. 11, 2015, and 62/133,574 (P005P4) filed Mar. 16, 2015, eachentitled “Card Based Package for Distributing Electronic Media andServices. This application also claims the benefit of U.S. ProvisionalApplication No. 62/144,139 (P016P), entitled “Authoring Tool forCreating Wrap Packages”, filed Apr. 7, 2015; U.S. ProvisionalApplication No. 62/170,438 (P016P2), entitled “Authoring Tool for theAuthoring of Wrap Packages of Cards”, filed Jun. 3, 2015 and U.S.Provisional Application No. 62/170,569 (P018P), entitled “Integration ofSocial Media with Card Packages”, filed Jun. 3, 2015. All of theabove-referenced applications are incorporated herein by reference forall purposes.

BACKGROUND

This invention relates to authoring and delivering wrap packages ofcards, and more particularly, to using analytics to define customcontent to be included in a wrap package of cards prior to delivery.

The above-listed non-prior art related applications describe a new mediacontent type, referred to as “wrap packages”. The terms “wrap” or“package” are interchangeably used herein to refer to wrap packages.

A wrap package is a collection of cards that are each selectivelyauthored to include (i) one or more types of media content such as text,images, photos, video, etc., (ii) application functionality and/or (iii)e-commenrce related services. The cards in a wrap are also typicallyauthored to define one or more linear sequence(s) when consumed. Withwrap packages, an author thus has the ability to select media content,combined with application-like and website functionality, and combinethem all into an elegant, card-based, narrative. As a result, the authorcan create compelling stories using media, interwoven with interactivefunctionality and/or e-commerce services. Wrap packages are, therefore,ideal, but not necessarily limited to, delivering a unique, interactive,“book-like”, experience over the mobile web, which previously has beennot possible.

The cards of wrap packages are navigation metaphors. Each card can beauthored to group related information that can be easily consumed withina user interface experience by swipe (or other simple gesture)navigation from card-to-card.

Cards have a visual representation intended to evoke similarities totheir physical counterparts. They have a fixed portrait aspect ratiothat makes them ideally suited to current mobile computing devices aswell as easy to scale up to and arrange to fit other display formfactors, such as provided on laptop and desktop computers as well assmart TVs. The physical card metaphor can also extend to the interactivebehavior of cards in a wrap, as the user can use gestures that evoke the“flipping” of cards in a deck or bound booklet to navigate between them.

In addition, each card in a wrap has defined content that is displayedin a predefined layout. In general, the cards in a wrap have the samesize and aspect ratio. The aspect ratio is preferably device independentand is preferably maintained regardless of device orientation and/ordisplay window size.

Cards are like containers for holding and distributing media content,such as text, images, photos, audio, video and the like. In addition,cards may also contain or hold executable objects that provide or enablereal-time features, such as application functionality (i.e., the abilityto schedule appointments, engage in online chats or conversations) andsupport e-commerce related services (i.e., the ability to purchase goodsand/or services). The multimedia content and/or interactive servicescontained by any given card can be determined entirely in advance or aslate as the moment the wrap is consumed by the end-user. Such mediacontent and executable objects are sometimes referred to herein as card“assets.”

Cards, however, can differ from their physical counter-parts in waysthat provide for unique presentations of content or the aforementionedapplication functionality and/or e-commerce services. For example, agallery card provides the ability to present an expanded amount ofcontent in a vertically stacked orientation such that the overall length(i.e., the number of cards or in a horizontal sequence) of the wrap isnot affected by the amount of content in the wrap. This aids innavigation since the user can flip to the previous or next cardregardless of their current position in the gallery.

Wrap packages are delivered and rendered in a browser as a sharable andsavable message. Wrap packages thus provides an app-like user experiencethat is delivered as a live, interactive, message from a cloud-basedplatform, using for example, the Software as a Service (SaaS) model. Awrap is thus a portable container of multimedia content, and interactiveservices, designed for ease of delivery, exchange, and consumption.

Wrap packages are also consumable anywhere, meaning they have theability to be resolved and displayed on just about any type of device(mobile phones, laptops, tablets, wearable computing devices such assmart watches, desktop computers, smart TVs, etc.), regardless of theplatform (e.g., iOS, Android, Microsoft, etc.). Wrap packages are thusplatform and device independent. Wraps do not have to be written for anyspecific platform, such as iOS or Android, or for any specific device orclass of devices (e.g. smart phones, tablets, desktops, etc.).

Wrap packages are thus a mobile-first marketing and commerce platformthat ideally provides a beautiful world of storytelling in bite-sizemoments that get and hold attention. In addition, the uniquecharacteristics of (i) authoring once and running on almost any device,regardless of the operating system or the type and (ii) the ability toeasily distribute wrap packages similar to messages, together are apowerful construct that potentially can make the use of wrap packagesnear universal.

By creating wrap packages, businesses and other organizations can simplyand cheaply create, distribute, and manage storytelling mobile web userexperiences. app like functionality and e-commerce, all in the contextof wrap packages delivered directly to consumers. Where businesses usedto have to build destinations (websites) or use monolithic systems(apps), they can now provide consumers, particularly mobile deviceusers, with a user experience that delivers the content they wantcombined with a complementary palette of functions and/or e-commercerelated services.

Wrap packages thus solves a number of current problem with the mobileweb. Unlike web sites, wrap packages are easy to consume on mobiledevices and offer the opportunity to create compelling narratives anduser experiences. In addition, the ability to incorporate app-likefunctionality into wraps provides a multi-function app-like experience,without having to develop an app, be in an app, download an app, or openseveral apps.

The uniqueness of wrap packages creates opportunities for business andother organizations alike to innovate and improve marketing efforts,customer support, and user experiences in ways previously not possible,because an enabling interface and platform did not exist. Wrap packagescan thus potentially define the next generation interactive webparadigm, particularly for mobile, although for desktop and other typesof devices as well.

Data analytics is the science of examining raw data for the purpose ofdiscovering insights, conclusions and/or meaningful patterns. Analyticstypically relies on the simultaneous application of statistics, computerprogramming and operations research to quantify some desired measure ofperformance. In many industries, data analytics is used to allowcompanies and organization to make better business decisions. Forexample, many businesses and organizations commonly apply analytics tobusiness data, to describe, predict, and improve business performance.Specific areas within analytics include predictive analytics, enterprisedecision management, retail analytics, store assortment andstock-keeping unit optimization, market optimization, market mixmodeling, and web analytics, sales force sizing and optimization, priceand promotion modeling, predictive science, credit risk analysis andfraud analytics.

In the above-mentioned non-prior art U.S. Provisional Application No.62/170,438, an authoring tool for the authoring of wrap packages isdescribed. With this tool, one or more authors can manually create wrappackages. During the course of one or more authoring sessions, author(s)may author a set of cards of a wrap package by (a) selecting a card typeamong a plurality of different card types, (b) selecting a card templatefrom one or more card templates of the selected card type, (c) authoringa new card by copying and modifying the selected card template of theselected card type, (d) repeating steps (a) through (c) for authoring aplurality of cards of the wrap package and (f) defining one or moresequence order(s) for rendering the plurality of cards in the wrappackage.

Although the above-referenced authoring tool is a powerful tool thatenables the creation of beautiful, graphic-intensive wrap packages withembedded application functionality and/or e-commerce services, theprocess is labor intensive since the authoring is manual. The authoringtool thus has limited application in certain circumstances, such as insituations where it is desirable to create and distribute a large numberof wrap packages, each with custom content. A system and method forautomatically authoring and delivering wrap packages of cards withcustom content to target individuals is therefore needed.

SUMMARY

The present invention is directed to a method for authoring anddelivering wrap packages of cards with custom content to targetindividuals. The method involves (a) authoring a set of cards of a wrappackage without custom content, (b) predefining the custom content to beincluded in the set of cards of the wrap package, (c) ascertaining if apredefined trigger event has occurred, (d) inserting the custom contentinto the set of cards of the wrap package when the trigger event occurs,and (e) distributing the wrap package to a target individual after thetrigger event occurs, the distributed wrap package including the customcontent in the set of cards.

In a non-exclusive embodiment, authoring the set of cards of the wrappackage without custom content includes the steps of defining one ormore empty component(s) in the set of cards of the wrap package anddefining one or more content type(s) for insertion into the one or moreempty component(s) in the set of cards of the wrap package respectively.

In yet another non-exclusive embodiment, analytics can be used togenerate the custom content inserted into the empty components of thewrap package.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention and the advantages thereof, may best be understood byreference to the following description taken in conjunction with theaccompanying drawings in which:

FIG. 1 is a diagram illustrating a wrap package layout that includes aplurality of cards threaded together so as to be viewable in lineararrays in accordance with the principles of the present invention.

FIG. 2 is a diagram depicting the design, functionality and dataintegration capabilities of a representative card in a digital companionwrap package according to the principles of the present invention.

FIG. 3 is a diagram illustrating the media content and distributionmodel for distributing digital companion wrap packages in accordancewith the principles of the present invention.

FIG. 4 is a block diagram of a representative system for authoring,storing, distributing, and consuming wrap packages in accordance withthe principles of the present invention.

FIG. 5A diagrammatically illustrates selected components associated withdefining and rendering a representative wrap package.

FIG. 5B diagrammatically illustrates selected components associated withdefining and rendering a representative wrap package in accordance withanother embodiment that utilizes state descriptors and/or behaviorextensions.

FIG. 6 is a diagram illustrating the hierarchy of a wrap descriptor inaccordance with the principles of the present invention.

FIG. 6A is a diagram illustrating the hierarchy of a particular carddescriptor in accordance with the principles of the present invention.

FIG. 6B is a diagram illustrating the hierarchy of a second carddescriptor embodiment.

FIG. 6C is a diagram illustrating the hierarchy of a gallery card wrapdescriptor embodiment.

FIG. 6D is a diagram illustrating the hierarchy of a trigger componentdescriptor embodiment.

FIG. 6E is a diagram illustrating a feed card in accordance with anothernon-exclusive embodiment of the present invention.

FIG. 7 is a home screen for an authoring tool used for authoring wrappackages in accordance with a non-exclusive embodiment of the invention.

FIG. 8 illustrates an exemplary window for defining a title for a newwrap to be authored according to a non-exclusive embodiment.

FIG. 9 illustrates a non-exclusive embodiment for an authoring workspacespace for the authoring of wrap packages using the authoring tool of thepresent invention.

FIGS. 10A through 10C illustrate a header of the workspace for theauthoring of wrap packages using the authoring tool of the presentinvention.

FIGS. 11A through 11C illustrates the authoring of a textual card usingthe authoring tool of the present invention.

FIGS. 12A through 12C illustrate the authoring of an image card usingthe authoring tool of the present invention.

FIGS. 13A through 13B illustrate the authoring of a video card using theauthoring tool of the present invention.

FIGS. 14A through 14C illustrate the authoring of a document card usingthe authoring tool of the present invention.

FIGS. 15A through 15C illustrate the authoring of a chat card using theauthoring tool of the present invention.

FIGS. 16A through 16F illustrate the authoring of an appointment card inaccordance with multiple embodiments using the authoring tool of thepresent invention.

FIGS. 17A through 17F illustrate the authoring of a location/GPS card inaccordance with multiple embodiments using the authoring tool of thepresent invention.

FIGS. 18A through 18E illustrate the authoring of a transact card usingthe authoring tool of the present invention.

FIGS. 19A through 19E illustrate the authoring of a gallery card usingthe authoring tool of the present invention.

FIGS. 20A through 20B illustrate the authoring of an end of wrap cardusing the authoring tool of the present invention.

FIG. 21 is a flow chart illustrating the steps of authoring anddistributing a wrap package with custom content in accordance with anon-exclusive embodiment of the present invention.

FIG. 22 is a flow chart illustrating the steps of generating a carddescriptor for a card of a wrap package in accordance with anon-exclusive embodiment of the present invention.

FIG. 23 is a flow diagram illustrating the steps of generating a wrapdescriptor from one or more card descriptors of a wrap package inaccordance with a non-exclusive embodiment of the invention.

FIG. 24A through 24D are a set of diagrams illustrating the authoringand distribution of active receipt wrap packages with custom content andan infrastructure for doing the same.

FIG. 25 is a flow diagram illustrating the use of beacons toautomatically generate and deliver wrap packages of cards with customcontent to target individuals in accordance with yet anothernon-exclusive embodiment of the invention.

FIG. 26 is a diagram illustrating a plurality of beacons arranged indifferent departments of a department store in accordance with anon-exclusive embodiment of the present invention.

FIGS. 27A through 27C illustrate two exemplary wrap packagesautomatically generated with custom content and delivered to targetindividuals in response to beacons in accordance with the principles ofthe present invention.

FIG. 28 is a flow diagram of another embodiment for creating anddistributing wrap packages with custom content.

In the drawings, like reference numerals are sometimes used to designatelike structural elements. It should also be appreciated that thedepictions in the figures are diagrammatic and not to scale.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

The invention will now be described in detail with reference to variousembodiments thereof as illustrated in the accompanying drawings. In thefollowing description, specific details are set forth in order toprovide a thorough understanding of the invention. It will be apparent,however, to one skilled in the art, that the invention may be practicedwithout using some of the implementation details set forth herein. Itshould also be understood that well known operations have not beendescribed in detail in order to not unnecessarily obscure the invention.

The cards of the wrap packages are ideally authored in one or morelinear sequences so that a book-like narrative unfolds, not only throughthe cards themselves, but also by the transition between the cards, asthey are sequentially browsed. In addition, the wrap packages areportable objects that may exist within a social feed or within a customapplication. Wrap packages are also readily distributed, similar toelectronic messages, through e-mail, messaging, social-media, or via avariety of other electronic communication platforms. As a result, wrappackages are consumable, sharable and savable objects. As the cards arebrowsed in the one or more linear sequences during consumption, the userexperiences the unfolding of the authored narrative, including thedefined media content interwoven with the complementary applicationfunctionality and/or e-commerce related services. As a result, theentire user experience including any application functionality and/ore-commerce related services is substantially contained within thecontext of the wrap package itself, typically (but not necessarily)without the need to navigate to other sites.

Referring to FIG. 1, a diagram of a non-exclusive embodiment of a wrappackage 10 viewable on a computing device 12 is illustrated. The wrappackage 10 includes a plurality of cards 14 that are threaded togetherso as to enable browsing by swiping in one or more linear sequences. Anyof the cards 14 may optionally include various types of media, such astext, images or photos, audio, video, a live or streaming feed of media,3-D objects, or content from other wrap packages (not illustrated). Anyof the cards 14 may also optionally provide application functionality,such as the ability to receive input data or display dynamicallygenerated data, a calendar for scheduling or booking appointments ormaking reservations for goods and/or services, location/GPS, etc. Inaddition, any of the cards 14 may optionally provide or supporte-commerce services, such as the ability to browse products in acatalog, communicate with an online sales representative, and/orpurchase product(s).

By way of example, in the schematically illustrated wrap package 10,card 14 _(A) includes text, card 14 _(B) presents a gallery, card 14_(C) includes images or pictures, card 14 _(D) includes a video, card 14_(E) includes e-commerce related service(s), card 14 _(F) includes acalendar function for scheduling appointments and/or bookingreservations, card 14 _(G) includes a user approval function, 14 _(n-1)includes a data entry function, card 14 _(N) includes location or GPSservices, etc.

On computing devices with touch sensitive screens, the cards 14 of wrappackages 10 can be navigated linearly by swiping or by using othersuitable interfaces, such as a stylus or pen. In devices without a touchsensitive screen, alternative user interfaces are provided to facilitatetransition (e.g., flipping) from one card to the next. In the context ofthe present application, the terms “swipe-browsing” or “swiping” isintended to mean the navigation from one card to an adjacent next card.With devices with touch sensitive screens, swipe browsing is typicallyimplemented by the sliding of a finger or other input device across thedisplay. With devices without touch-sensitive screens, other navigationtools such as a mouse, keyboard or remote control, can be used for swipebrowsing. When a swipe is performed, the content of the next card in thesequence is displayed. For example, by swiping either right to left orvice versa, the next card, depending on the swipe direction, in thehorizontal sequence is displayed. Similarly, by swiping up and/or down,the next card in either the up or down sequence is displayed. Thus, theuser experience when consuming a wrap package is the wrap package itself(as opposed to a remote web site for example), viewable via a swipe-ableinterface.

Additionally, some cards may also include one or more embedded link(s)that, when selected, enable navigation to either a non-adjacent card notin linear sequence or to another wrap package, a web page or some otherlocation entirely outside of the wrap package.

It should be noted that the particular layout of cards 14 in the wrappackage 10 illustrated in FIG. 1 is merely illustrative. Both the numberof rows and/or columns, and the number of sequential cards 14 within anygiven row or column, may vary widely as appropriate to deliver thedesired user experience, narrative, content, functionality and servicesof the wrap package 10.

With gallery cards, such as card 14 _(B) of FIG. 1, swiping allows forthe scrolling through of the contents of a card 14, which are typicallytoo voluminous to be displayed within the size of a fixed screendisplay, such as that provided on a mobile phone. In an illustrativeexample, a particular wrap package 10 may include a plurality of cardsorganized in a horizontal sequence. By swiping right to left or viceversa, the next card 14 or the previous card 14 in the horizontalsequence is displayed. In the vertical direction, however, one or moreselected cards 14 _(B) may be configured in the gallery format, allowingthe viewer to scroll up or down by swiping through media content of thegallery. In an illustrative but non-exclusive example, a wrap package 10authored and distributed by a car rental business may include ahorizontal sequence of cards 10, each dedicated to a category ofinformation pertinent to a traveler (i.e., cards dedicated to localhotels, restaurants, local tourist attractions respectively). By swipingup or down for a given card, relevant material within each category isdisplayed in a gallery format. For instance by swiping up or down thehotel card (not illustrated), a gallery of a number of local hotels isdisplayed. In variations of the gallery card format, the behaviorinvoked by an up or down swipe may differ. For example, swiping up ordown my result in a continuous “rolling” of the content of the gallerycard. In other embodiments, an up or down swipe may result in a “snap”action with the next item of content appearing after the snap, forexample, as illustrated as cards 14Y and 14Z in FIG. 1.

The wrap package 10 is identified, as described in more detail below,through the use of a unique identifier (wrap ID 42) assigned to thepackage 10. By way of example, the wrap ID 42 may take the form of aUniform Resource Identifier (URL). As such, the wrap ID may thus beprovided as a link, which can readily be used to effectively send orretrieve the wrap package. That is, the wrap package may effectively be“sent” to a potential viewer as a link using any of the wide variety ofmechanism that can currently—or in the future—be used to send a link orconvey the URL. By way of example, this may include e-mail messages,text messages, SMS messages, via a Twitter tweet, as a post on socialmedia such as Facebook, etc., discussion forums, walls or the like, as alink embedded in a document, an image, or a web page or any other mediatype, in a blog or micro blog (e.g. Tumblr), or any other messaging orelectronic content distribution mechanism or communication platformcurrently known or developed in the future.

Wrap packages are therefore significantly different and more powerfulthan web sites. For example with wrap packages, they can be consumed “onthe spot” where it is located (i.e., when delivered to a mobile devicefor example). In contrast with the selection of a banner ad appearingwithin a web site, where the viewer is taken to a new web page that isnot (a) necessarily designed for mobile devices and (b) is selfnavigating, making it very difficult for a narrative to be conveyed. Asa result, the user experience, particularly on mobile devices, may bevery poor. Hence, the friction of providing a compelling user experiencewith wrap packages is far less than with a web site.

The cards 14 of a wrap 10 can be displayed on the screen of virtuallyany type of computing device. It should be appreciated that the cardmetaphor is particularly well suited for use on mobile devices such assmart phones, tablet computers, etc., which makes the formatparticularly powerful for authors interested in developing contenttailored for mobile devices. By delivering wrap packages 10 to mobiledevices, users and potential customers can be won over at their point ofintimacy, where they spend their time and consciousness. Wrap packagesthus allow authors, merchants and other content providers to createcompelling narratives and provide ongoing application functionalityand/or e-commerce support directly delivered anytime and anywhere tousers, transforming their mobile devices into a powerful business toolthat enhances mobile engagement and relationships. As a result, highercustomer satisfaction, better brand engagement, and a higher conversion(i.e., click-through rates) and repeat e-commerce related activitycompared to other forms of after sale promotions and merchandising willlikely result.

Referring to FIG. 2, a diagram depicting the design, functionality anddata integration capabilities of a representative card 14 in a wrappackage 10 is shown.

By using card templates, authoring tools and media collaboration tools,beautiful, content-rich, cards 14 may be created either by automation orby individuals with even minimal design skills and experience. As such,the author, either a person or an automated process, has the ability toeasily create beautiful content-rich cards 14 that can selectivelyinclude text, images, photos, and other media similar to PDF files, butoptionally, with the added benefit of additional applicationfunctionality and/or e-commerce related services, either embedded in thesame card 14, or other cards 14, in the wrap package 10. In theautomated authoring embodiments, the content of a card 14 can bepopulated by a data processing system that automatically uploadspredefined content into various defined fields of a card template.

By authoring (i) the horizontal and/or vertical sequence order forswipe-browsing the cards 14, (ii) the media content in each card 14,(iii) application functionality and/or (iv) the e-commerce services foreach card 14, it is possible to author Wrap packages 10 that arecontent-rich, highly interactive, and that define a palette of services,functions and experiences related to the wrap package 10, all within thecontext of a story book-like narrative that unfolds as the cards 14 arebrowsed in their sequence order(s).

In addition, the use of component libraries and the authoring toolsallow for the authoring of cards 14 with a diverse, easy to use,reusable, set of component modules that provide a wide variety ofapplication functions and e-commerce services. Such applicationfunctions include, but are not limited to, for example, calendarfunctions, scheduling of an appointment functions, reserving or bookinggoods and/or services, such as a car rental, hotel room, or table at arestaurant, map or GPS related functions, support for onlineconversations, streaming live video or other media feeds, etc. Inaddition, e-commerce related services include displaying product and/orservice offerings, displaying user account information, engaging a salesrepresentative in an online chat session, and enabling the purchase ofgoods and/or services, etc. These card services or “plugins” are allpart of an ecosystem supported by a Wrap run-time engine viewer(described in more detail below), which allows the various plug-inservices to all communicate and inter-operate together. For example, acalendar plugin could be configured to communicate with a reservationbooking database plugin, which could communicate with a chat plugin. Thecommunication among the various plug-in services is accomplished througha common set of APIs. As a result, the interactivity, functionality andusefulness of wrap packages 10 are significantly enhanced by such anecosystem of connected plug-in services.

Finally, the integration capabilities of cards 14 enable thebi-directional flow of data from users browsing a wrap package 10 toother cards 14 in the same wrap package 10, to another wrap package 10,or a remote data processing system. For example, a card 14 can beintegrated with the back end software system for a large onlineretailer, which will automatically populate the content of a card 14with product images, user account information, prior purchaseinformation, and a host of other user-related information.Alternatively, a card 14 can be used to capture data input from a userand provide it to a retailer's back end e-commerce software system. Forexample, a card 14 may display a one-click “Buy Now” function for adisplayed item. When the Buy Now function is selected, previously saveduser account information is automatically delivered to the back endsoftware system of the online merchant, which then processes theinformation to complete the transaction.

The data entered by the user and/or the data presented via a card 14 ofa wrap package 10 may thus be integrated with the back-end database,cloud computing services, web sites, etc., regardless if managed by anauthor and/or distributor of the wrap package or by a third party. Thedata processing for the purchase of goods and/or services, appointments,and/or other application functionality and e-commerce related servicesmay, therefore, be performed either within the wrap packages 10 itselfor integrated with a remote data processing resource.

The data integration capabilities of cards 14 can also be shared amongother cards 14 in the same wrap package 10, with other wrap packages,with web sites, or just about any other data processing system.

Referring to FIG. 3, a diagram summarizing the content and distributionmodel for wrap packages 10 is shown. As illustrated in the left mostcolumn, the content that may be included in the various cards 14 of awrap package 10 may include photos and/or images, audio, video, text,3-D objects, various types of streaming media (e.g., audio, video,audiovisual, data, biometric information, tickers, sensor outputs,etc.), other data types, application functionality and/or e-commerceservices. This content may further be combined with content mixed fromother wrap packages 10 as well as live or streaming content. The cards14 of the wrap package 10 may be further modified based on analytics,intelligent personalization based on the demographics of targeted usersor viewers, as well as the integration of either data input or dataoutput to/from with other cards 14, other wrap packages 10, or remotedata processing systems and processes, as explained above.

All of the above are then combined during the authoring process into agroup of digital objects, defined herein as the wrap package 10. Innon-exclusive embodiments where URLs are used as identifiers (i.e., wrapID 42), the wrap packages are “light-weight”, meaning content of thewrap package 10 is delivered over a network to a user only when the wrapID 42 for the wrap package 10 and/or each card 14 is identified. As aresult, the media content, application functionality, and/or e-commercerelated services is delivered only when needed. Also, by authoring thecards 14 using a widely supported language such as HTML, the cards 14 ofwrap packages 10 can be written once and are viewable on a displayassociated with almost any computing device running a browser.Accordingly, unlike applications, multiple version of a wrap package 10need not be authored for multiple platforms.

The wrap package 10 is thus essentially a cloud based portable objectthat may be readily distributed in a number of ways. In non-exclusiveexamples, wrap packages 10 may be distributed by email, SMS messaging,ad networks, Twitter, merchant/retailer web sites, photo and/or videosharing web sites that support messaging, social networking web sitesuch as Facebook, through the down-loading of applications fromaggregators such as the Apple App Store or Google Play, or just aboutany means for electronically distributing data over a network, currentlyknown or developed in the future.

Authoring and Distribution of Wrap Packages

Referring to FIG. 4, a block diagram of a non-exclusive system forauthoring, storing, distributing and consuming wrap packages 10 isillustrated. The system 20 includes a server node 22, a plurality ofcomputing devices 12, including but not limited to a desktop computer12A, a laptop computer 12B, a tablet computer 12C, a mobile “smart”phone 12D, a wearable computing device, such as a smart watch 12E orsmart glasses 12F and “smart” TVs 12G. The server node 22 and thecomputing devices 12A-12G communicate with one another over a network24. In various embodiments, the network 24 may be the Internet, anintranet, a wired or wireless network, a Wi-Fi network, a cellularnetwork, other types of communication networks, or any combinationthereof.

The server node 22 includes a “wrap” engine 26, which defines a webapplication framework 28, a storage device 30 and cache 32, each forstoring wrap packages 10 and other data. The server node 22 also mayinclude a suite of tools, such as an authoring tool (as described indetail below), an analytic engine tool, a media collaboration tool and adata transformation tool, for authoring wrap packages 10.

The web application framework 28 is a software platform designed tosupport the manual and/or automated authoring of wrap packages 10. Theframework 28 is designed to alleviate the overhead associated withcommon activities performed during the authoring of many wrap packages10. For example, the framework 28 may include one or more libraries tohelp with the authoring of common tasks, and modularizes and promotesthe reuse of code designed to perform specific tasks, such asimplementing application functionality and/or supporting e-commerce. Invarious embodiments, the web application framework 28 may be implementedusing, but is not limited to, Ruby, Rails, JavaScript, Angular-JS,and/or any other language or framework currently known or developed andused in the future.

In a non-exclusive embodiment, the web application framework 28 of thewrap engine 26 also performs content management as a way of organizing,categorizing, and structuring the media and other content resources suchas text, images, documents, audio files, video files and modularizedsoftware code so that the content of wrap packages 10 can be stored,published, reused and edited with ease and flexibility. The contentmanagement function is also used to collect, manage, and publishcontent, storing it either as components or whole documents, whilemaintaining dynamic links between the components and/or cards 14 of awrap package 10.

In yet another non-exclusive embodiment, the web application framework28 of the wrap engine 26 is structured around multiple tiers, includingbut not limited to a client tier, an application tier and a databasetier. The client tier refers to the browser enabled communicationdevices 12 that execute and display cards 14 of wrap packages 10, aswell as web pages written in HTML or another mark-up language. Thedatabase tier, which is maintained in storage 30, contains the one ormore libraries of user and/or platform provided media content, softwarecomponents, modules, etc. used for the authoring of wrap packages 10.The application tier contains the software that runs on the server node22 and that retrieves and serves the appropriate wrap package 10 fromstorage 30 and/or cache 32 when requested by a computing device 12.

Since wrap packages 10 are essentially data objects, they can be bothcached and delivered over a Content Delivery Network Interconnection(CDN), both of which can be effectively used to deliver wrap packages 10with minimal delay. For example, commonly requested wrap packages 10 maybe cached in the cache 32, which provides faster access and deliverytimes than storage 30. Also other caching techniques, such aspre-caching, may be used with popular wrap packages 10, to speed updelivery times. Since the amount of storage in the cache is typicallylimited, cached wrap packages 10 and other data may be periodicallyreplaced by any known replacement algorithm, such as first-in, first-outor least recently used for example.

During the composing of a wrap package 10, one or more author(s) 34 mayaccess the server node 22 over a network 36, which may be different orthe same as network 24. The author(s) 36 interact with the wrap engine26, including the web application framework 28, and the above-mentionedsuite of tools for the creation, editing, optimization and storing ofwrap packages 10. In yet other embodiments, the one or more author(s) 34can also access third party content 38 for inclusion into a wrap package10. As previously noted, wrap packages 10 can be authored manually byone or more individuals or electronically in an automated process.

For more details on the authoring of cards 14 of wrap packages, see U.S.provisional applications 62/062,056 and 62/062,061, both entitled“Wrapped Packages of Cards for Conveying a Narrative With Media Content,Providing Application Functionality, and Engaging Users in E-commerce”,both filed Oct. 9, 2014, and both incorporated by reference herein forall purposes.

Once the authoring of a wrap package 10 is complete, it is maintained instorage 30 and possibly cached in cache 32. In response to receiving anidentifier, the wrap engine 26 accesses the corresponding wrap package10 from storage 30 or the cache 32 and serves it to the requestingcomputing device 12 for consumption in a format customized for theviewing device.

It should be noted that the authoring and distribution diagram of FIG. 4is merely representative and should not be construed as limiting. Forexample, multiple server nodes 22 for the authoring and/or distributionof wrap packages 10 may be provided at the same or different locations.In addition, multiple instantiations of a given wrap package can 10 bestored at multiple server nodes 22, typically located at differentgeographic locations. With this arrangement, the server node 22 that ismost capable of quickly delivering a requested wrap package 10,sometimes referred to as the “publication server”, is the node 22 thatwill deliver the wrap package to the requesting device 12.

The Wrap Package

As diagrammatically illustrated in FIG. 5A, a wrap package 10 includes aset of one or more cards 14. Each card 14 may contain one or morecomponents 16 that serve as containers for content objects 17. Thecontent objects 17, together with the behaviors associated with thecards and components 16, define the content and functionality of thecards. The content objects 17 may be simple or complex. Simple contentobjects 17 include standard web-based content types such as text,images, video clips, etc. More complex content objects 17 may includeobjects having more complicated structures and/or behaviors, as will bedescribed in more detail below.

The structure of the wrap 10, including the structure, layout andcomponents 16 of each of its cards 14 is preferably defined by a wrapdescriptor 40. The actual structure of the descriptor 40 may vary widelyand a few different suitable descriptor structures are described in moredetail below with respect to FIGS. 6-6D. Some content objects 17, suchas text, may be directly included (in-line) in the component 16. Othercontent objects 17, such as images or video clips, may be included byreference, e.g., through simple URL references, or in-line through anencoding method such as MIME (Multi-Purpose Internet Mail Extensions).Complex content objects 17 may be specified in-line or by reference andmay (a) contain other components 16 or content objects 17 and/or (b)specify abstract behaviors.

Referenced content objects 17 stored outside of the wrap descriptor 40are sometimes referred to herein as assets 65. The referenced assets 65may take the form of almost any type of content that can be included inthe wrap package. This can include text, photos, images, 3-D objects,audio, video, and other media content or streams and/or a variety ofexecutable objects, services and/or other functionality. Sometimes anasset may take the form of a stream and the wrap descriptor 40 isarranged to identify the source of the stream (i.e., the feed). By wayof example, the stream could be a live audio or video stream, a datafeed such as a stock ticker, sensor outputs, biometric information, etc.

In certain circumstances, some or all of the assets 65 associated with awrap 10 may be stored and accessible from a dedicated wrap server.However, that is not a requirement. Rather, an asset can be retrievedfrom any location that would be accessible by the consuming device(e.g., through the Internet, an intranet or private network or any otherreliable means), and there is no need for the various assets 65 to belocated in a single asset store, although that may be desirable in manycircumstances.

The wrap package 10 has an associated identifier, the wrap ID 42, thatuniquely identifies the wrap 10. The wrap ID is preferably a globallyunique identifier (GUID). In some embodiments, the wrap ID 42 takes theform of a URL, or any other identifier that can be converted to, orextracted from, a URL, which facilitates access to the wrap 10 over theInternet using conventional mechanisms. An example of a conversion ofthe wrap ID to a URL might be adding a domain as a prefix to the wrap IDto form a URL (e.g., www.wrap.com/wrap/<wrapID>).

FIG. 5A also diagrammatically illustrates selected components associatedwith defining and rendering a representative wrap package 10. Theillustrated components may optionally include one or more covers 15, awrap descriptor 40, a wrap runtime viewer 50 and various referencedexternal assets 65. As previously noted, the wrap descriptor 40 definesthe structure, layout and components 16 of each of the cards 14 withinthe wrap package 10. The wrap descriptor 40 typically includes the wrapID 42 and a set, deck or array of card definitions or card descriptors46, each defining the structure of an associated card (as described withrespect to FIG. 6 for example). The wrap descriptor 40 may also includeother information of interest such as a wrap name/title 44 andoptionally one or more cover identifier(s) 43 and/or other informationor metadata 45 about the wrap package 10.

To facilitate rendering the wrap package 10 on various differentdevices, the wrap is preferably stored in a data format that separatesthe data from the presentation. At the time of this writing, JavaScriptObject Notation (JSON) is a popular, light-weight, data-interchangeformat that can be used to describe the wrap package 10. Thus, by way ofexample, the definition of the wrap package 10 may be stored as a JSONdata object at the server(s) 22. That is, the descriptor 40 may take theform of a JSON object. In other embodiments, a BSON (Binary JSON) dataobject may be used. Although the use of JSON or BSON data objects isdescribed, it should be appreciated that in other embodiments, the wrappackage 10 may be stored in a variety of other suitable formats, whethernow existing or later developed.

The optional cover 15 of the wrap package 10 is typically a graphicobject that contains an embedded hyperlink to the wrap (e.g., the URLused as wrap ID 42) and can be placed in any suitable type of electronicmedia to represent the wrap package 10. Thus, a wrap 10 may be accessedby clicking on or otherwise selecting the cover 15 or by clicking on, orotherwise selecting any other type of link containing the wrap ID 42. Assuch, in order to “distribute” a wrap package 10, either the cover 15 ora link can be distributed to potential viewers of the wrap package 10using any available tool. For example, the wrap package 10 may bedistributed by: (i) placing the cover 15 or a link on a webpage, in anad or in any other location that can be accessed by a potential viewervia a browser; (ii) by posting the cover 15 or a link on a blog, a microblog, a forum, a wall etc. or any social media distribution mechanismsuch as Facebook, Twitter, etc.; (iii) by including the cover 15 or alink in a message such as e-mail, SMS message, a Twitter Tweet, textmessages, etc.; or (iv) using any other available distribution mechanismor platform, either known now or developed in the future. Therefore, inmany circumstances, it is desirable to create a cover 15 that isattractive and entices viewers to access the associated wrap package 15.In some instances, the cover 15 may take the form of an image from thewrap package 10 itself (e.g., the first card); however, that is not arequirement.

The wrap package 10 is configured to be rendered on a consuming device12 in conjunction with a wrap runtime viewer 50, which is also sometimesreferred to as the wrap run-time engine or simply the viewer. Theruntime viewer 50 provides a set of tools and functionalities that arehelpful for viewing and/or interacting with the wrap. In somecircumstances, the viewer 50 will take the form of a dedicated, platformspecific, wrap viewer application (e.g., an applet or app in the contextof a mobile device), a plug-in (e.g. a browser plug-in) or othermechanism installed on the viewing device that provides the necessaryfunctionality. In other circumstances the wrap viewer functionality maybe incorporated into other types of applications. However, limiting therendering of wraps to devices which have preinstalled wrap viewingapplications/functionality would greatly reduce their portability sinceusers are not always motivated to install such applications unless oruntil they see a compelling need. Therefore, as will be explained inmore detail below, the delivery of a wrap packages 10 may optionally beaccompanied by a run-time viewer 50 that includes a set of associatedtools and functionalities suitable for use by a conventional browser togenerate and/or render the runtime instance of the wrap based on thewrap descriptor 40 and to facilitate user interaction with the wrappackage 10. These tools and functionality can be thought of, and areoften referred to herein as a wrap toolset that is part of the wrapruntime viewer 50. By providing the wrap construction, viewing andinteraction toolset in a browser executable form together with the wrapdescriptor 40, the wrap package 10 can be consumed on a wide variety ofdifferent devices and operating system platforms (e.g., iOS, Android,Microsoft, etc.) without requiring the users to download and install adevice and/or platform specific viewer application. This is a powerfulconstruct for enhancing the portability and viral distribution of wrappackages among a myriad of devices and operating system platforms

In the embodiment illustrated in FIG. 5A, the viewer toolset providedwith the wrap viewer 50 includes navigational tools 51, sharing tools52, storing tool 53, various e-commerce tools 54, presentationengine/tools 55, security and access control tools 56, a renderingengine 57, and application functionality tools 58. Of course, it shouldbe appreciated that not all of these tools are required in allimplementations and that in other implementations, a variety of othertools and functionalities may be provided as well. The navigationaltools 51 facilitate navigation within the wrap package 10. The sharingtools 52 provide mechanisms by which a consumer of the wrap 10 may sharethe wrap with others, e.g., by e-mail, by SMS message, via a socialmedia post, etc. Storing tool 53 allows a user to persistently store thewrap and/or when applicable, the wrap state, either locally or remotely.The e-commerce tools 54 may include a variety of functionalities thatcan help facilitate a variety of e-commerce tasks including purchasing,making reservations, etc. Application functionality tools 58 enable“app-like” functionality within the wrap package 10, such as conductingonline chats, GPS functionality, etc. Presentation engine 55 controlsthe presentation. In some embodiments, the presentation engine 55 may bearranged to present the wrap on the consuming device at a scale and inan aspect ratio that is at least somewhat optimized for the device.

Security and access control tools 56 provide security and access controlfunctionality, which might include encryption functionality and userauthentication services. For example, in some circumstances, thepublisher of a wrap may want to limit the circulation of the wrap tospecific users or groups of users. A few, nonexclusive examples of suchcircumstances include when the wrap is created for use as: (i) an activereceipt for a purchase as described in U.S. Provisional Application Nos.62/062,056 and 62/075,172 (both incorporated by reference herein for allpurposes) and (ii) a ticket for an event as described in U.S.Provisional Application No. 62/079,500; (also incorporated by referencedherein for all purposes); (iii) an item customized for a customer suchas a travel itinerary; and (iv) an employee manual as described in U.S.Provisional Application No. 62/114,731 (also incorporated by referenceherein for all purposes); etc. Encryption services may be desirable toprotect confidential information. Of course, there are a very widevariety of other circumstances where security and/or accesscontrol/permission functionality may be desired.

With certain embodiments, the viewer 50 may optionally also include arendering engine 57 arranged to create and/or render a runtime instanceof the wrap on a consuming device 12 based on the descriptor 40. In suchembodiments, the rendering engine is arrange to dynamically generate theHTML (or other markup language) use by a browser or other viewingmechanism on the device 12 to render the wrap at runtime. In someimplementations, the rendering engine 57 is arranged to create an objectgraph based on the descriptor 40 and a document object model (DOM) basedon the object graph. The browser or other suitable app or applicationmay then use the DOM to render the wrap package 10.

With yet other embodiments, the viewer 50 may also optionally have anynumber of card behaviors definitions 60. As will be described in moredetail below, different cards can be designed to exhibit a wide varietyof different behaviors. In order to simplify the card, and card templatecreation processes, various desired behaviors can be defined separatelyfrom the cards themselves. The behaviors are known to or accessible bythe wrap viewer 50 (e.g., desired behaviors may be defined throughbehavior definitions 60 or may be accessible as behavior extensions 62as seen in FIG. 5B). Thus, the descriptor for any particular card orcomponent may simply declare the desired behavior and the viewer 50 willknow how to impart such behavior to the wrap/card/component and/or howto obtain an extension that imparts such behavior.

In FIG. 5A, the behavior definitions and the various tools areillustrated as separate items to facilitate their description. However,in practice, some of the illustrated tools are simply sets of associatedbehaviors, and therefore, the illustrated distinction between thebehaviors and such tools is/are largely for emphasis.

As discussed above, the wrap package 10 may be rendered on a widevariety of different devices 12A through 12G. These devices may have awide variety of different screen sizes, capabilities, and viewingmechanisms. When a particular device 12 requests a wrap package 10, adetermination is effectively made as to whether a suitable wrap runtimeviewer is already present on the requesting device. If not, a browsercompatible runtime viewer 50 is provided in addition to the wrap or wrapdescriptor 40. The browser compatible run-time viewer may be written inany format that is appropriate for execution by a browser. By way ofexample, JavaScript (JS) is a dynamic programming language that iscurrently popular and supported by most general purpose browsers andmany other rendering mechanisms. Thus, JavaScript works well for thebrowser compatible viewer since the same wrap viewer can be used for awide variety of different browsers. However, it should be apparent thatin other embodiments, the wrap viewer 50 may be implemented using a widevariety of other now existing or future developed frameworks and/orlanguages. For example, the DOM rendering may be replaced with a Reactframework or another suitable framework currently known or developed inthe future. When the wrap viewer is incorporated into a nativeapplication, it will sometimes be desirable to write the viewer (orportions of the viewer) in a format that executes more efficiently or isotherwise preferred for execution on the underlying operating system,etc.

Defining Card Behavior

Different cards 14 within a wrap 10 can be designed to exhibit a widevariety of different behaviors. To simplify the card authoring process,the card descriptor 46 within a wrap 10 can be arranged to declare thebehavior of the card 14 without internally defining that behavior.Rather, in such circumstances, the desired card 14 behaviors are definedwithin the wrap viewer 50 as part of the behavior definitions 60 orthrough behavior extensions 62. With this arrangement, a card templatedesigner can define the behavior for cards 14 authored using thetemplate, or can define a set of available behaviors from which a cardauthor can choose. If a set of behaviors are available to the cardauthor, then the authors selects the desired behavior from the availableset. In either case, the desired behavior is declared as part of thecard. With this arrangement, different cards 14 within a wrap 10 canexhibit different behaviors and such behavior remains with the card evenif the card is used in a different wrap. If a new card behavior isdesired, the new behavior can be created and added to the behaviordefinitions 60. In this manner, the newly defined behavior becomesavailable to other template designers and/or card authors.

The card descriptor 46 for the gallery card includes a behaviordeclaration that identifies the desired behavior for the card, which canthen be bound to the card at run-time by the wrap viewer (e.g., browserbased viewer, native viewer, etc.). For example, this could take theform of a statement such as:

-   -   “Behaviors”: [“vertical-snap-to-card”]        Further examples are shown in Appendix I of U.S. Provisional        Application No. 62/133,574.

The developer of the wrap viewer 50 can define any number of cardbehaviors that are supported by the viewer, such as but not limited tothe different scrolling techniques in the example above. Third partiescan provide extensions that define still other behaviors (e.g., ascrolling behavior in which a two finger swipe reacts differently than aone finger swipe, etc.). The developer of a card template can definewhich of the available behaviors are available for use with the template(e.g., a subset, or all of the defined scrolling behaviors). Wrap andcard authors using the template can then select which of the behaviorsavailable to the template they would like to associate with the card,and the chosen behavior is declared as part of the card descriptor 46.

Although the specific example of scrolling behavior in a gallery cardhas been given, it should be appreciated that virtually any desired typeof card behavior can be defined and declared in a similar manner. Itshould be appreciated that differences in card behavior may take a widevariety of different forms. For example, different types of cards mayhave different accompanying behaviors; the behavior of a particular typeof card may be different based on its position within the wrap 10;and/or the animations associated with transitions may vary with respectto card position.

The actual structure of the descriptor used to define a gallery card mayvary significantly. By way of a representative card descriptor structuresuitable for implementing a gallery card is described in more detailbelow and is illustrated in FIG. 6C.

Triggers

A card can have one or more triggers embedded therein. Triggers arehooks associated with displayed items that can cause an action orbehavior in response to an event (e.g. a user input). That is, apredetermined user action or other event (such as the selection of thedisplayed item) triggers a defined action. In general, a trigger is acomponent 16 of a card. The trigger has associated behaviors and one ormore associated handlers. When a triggering event is detected, theassociated handler causes execution of the desired behavior.

Virtually any type of computer detectable event can be used to activatea trigger. In many circumstances, the triggering event may be a userinput such as the selection of a displayed trigger component (e.g., bytapping or performing another appropriate gesture relative to adisplayed item configured as a trigger component). However, in othercircumstance, the activating event may be system generated. Systemgenerated events can include sensor input based events, time or timerbased events, the receipt of a particular message, the determinationthat a particular navigational sequence has occurred within a wrap,geo-location or proximity based events (e.g., the viewing device islocated within a particular store or geographic area, or near to otherusers viewing the same wrap) or any of a wide variety of other computerdetectable events.

Once activated, a trigger may exhibit any desired behavior which can beassociated with the trigger through appropriate behavior declarations95. Virtually any type of computer implementable behavior can beassociated with a trigger. By way of example, a linking trigger may beused to link the user to another card within the current wrap, to sendthe user to another wrap, webpage or other destination. The linkingtrigger may also be arranged to define a desired linking behavior (e.g.,open in same tab, open in new tab, etc.). Other triggers may initiate awide variety of other action.

The ability to generally define triggering events and the resultingbehaviors is an extremely versatile construct that provides wraps withtremendous flexibility and power. Thus, triggers can be used to enable awide variety of actions, including invoking of a number of differentapplication-like functionalities or e-commerce related services. Forexample, a trigger may be used to initiate an action (e.g., order aproduct, conduct an online chat, sharing the wrap with others, book orreserve a table at a restaurant, a hotel room, a rental car, etc.).Almost any type of wrap component/asset can be associated with atrigger, which gives authors tremendous flexibility in guiding the userexperience.

The wrap 310 illustrated in FIG. 7 has a number of triggers. Theseinclude purchasing trigger 340 (FIGS. 7F-7K), subscription trigger 360(FIG. 7L) and social media triggers 381, 382, 383 (FIG. 7M). Thepurchasing trigger 340 is arranged to facilitate a user purchase of thedisplayed product. As an illustrative example, the trigger 340 of FIG.7F, is associated with a generally rectangular region that bounds thetext and graphic located at the bottom of the card, including the text“pomegranate $18 for 12 16-ounce bottles” and the adjacent “Buy Now”button. The region that involves the trigger is generally shown by adashed box in FIG. 7F. Selection of the trigger 340 links the user to amechanism that facilitates the purchase of the identified item. Theother above-identified triggers in the wrap 310 are characterized by andoperate in a manner similar to the Buy Now trigger 340 of FIG. 7F.

The implementation of a purchase mechanism within a wrap package 10 maybe widely varied. For example, in some implementations, the user may belinked to the vendor's website, where the purchase may be made in aconventional manner through the website. If this approach is taken, itis often desirable to access the target website through a “Cul-de-sac”so that the user is returned to the wrap when finished with anytransactions they wish to make (a Cul-de-sac has the property ofreturning to the initiating wrap card/page when the user closes thetarget website). In another approach, the selection of the triggercauses the wrap to transition to a purchasing card (or sequence ofcards) within the same wrap where the desired transaction can occur. Onesuch approach is described below with respect to FIGS. 8A-8C.Alternatively, the transition could be to a separate purchasing wrap.Regardless of the mechanism, it is often desirable (although notnecessary) to use a cul-de-sac approach so that the user is returned tothe card from which the transaction was initiated after the transactionis completed. In still other implementations, the transaction can becompleted without leaving the current card—particularly when the user isusing a secure viewer that knows the user's identity and relevantpurchase related information. In such an embodiment, the transaction canbe completed using a “one-click” purchasing option, where previouslystored customer billing, shipping and other account information is usedto process the purchase.

In a non-exclusive embodiment, the specific behavior associated with thelink may be declared in the same manner described above. For example,consider a situation where the trigger activates a link to an externalwebsite. There are several ways that such a link could be implemented.One approach might be to link to the target web page in the currentlyactive browser tab, which has the effect of navigating away from thewrap. A second approach might be to open a new browser tab and open thetarget webpage in that new browser tab. A third approach might be toinitiate a Cul-de-sac in the current browser tab and open the targetwebpage in the Cul-de-sac (a Cul-de-sac has the property of returning tothe initiating wrap card/page when the user closes the target website).In such an arrangement, the card template developer can make these threelink behaviors available to the trigger and the card author can selectthe desired behavior. The card developer can also define a default linkbehavior selection in the event that the card author does notaffirmatively make a selection. As can be seen in Appendix I of U.S.Provisional Application No. 62/133,574, trigger 340 in card 316 hasthese three possible linking behaviors in response to activation of atrigger.

The ability to direct a user to a target website to complete atransaction can be helpful in many scenarios. However, a drawback isthat it can be more difficult to track or guide user behavior after theuser has navigated away from the wrap. Therefore, it is often preferableto design the wrap in a manner that facilitates handling user sideinteractions involved with a transaction from within the wrap itself.

The actual structure of the descriptor used to define a trigger may varysignificantly. By way of example, a representative trigger componentdescriptor structure is described in more detail below and isillustrated in FIG. 6D.

Wrap Descriptors

Referring next to FIGS. 6-6D, a variety of specific descriptorstructures suitable for use in defining various wraps, cards and/orcomponents will be described. Although specific descriptor structuresare illustrated, it should be appreciated that the structure of thevarious descriptors can be widely varied. In general, the descriptorsare arranged to define the structure, layout, content and behaviors ofthe wrap without details of its presentation on a particular device.That is, the descriptors capture the functional and behavioral intent ofthe author, in a platform independent way, such that the runtime mayimplement the described structures and behaviors in a way optimal forthe platform in question.

A wrap generally will include multiple cards and the corresponding wrapdescriptor will typically have discrete descriptors for each of thecards. The card descriptors each include a unique card identifier anddefine the structure, behavior, layout and content of the correspondingcard. Behaviors associated with any particular card can be applied atthe card level (i.e., associated with the card as a whole), at acomponent level (i.e., associated to a particular component alone—whichmay or may not include subcomponents) or at any subcomponent level.Since the card descriptors are discrete, self-contained, units with aunique identifier, it is very easy to mix wraps (i.e., use cards createdfor one wrap in a second wrap). When cards are mixed, their componentsand associated behaviors remain the same—although it is possible todefine behaviors that are context or state aware and therefore exhibitdifferent states/properties/responses/etc. in different circumstances.

The components are encapsulated units that may have defined content(although such content may be dynamic) and, when desired, specificdefined behaviors, styles and/or other attributes. In some preferredembodiments, each component has a unique identifier and could optionallyalso have an associated type and/or name. The use of encapsulatedcomponents with unique component identifiers makes the components highlymodular such that an authoring tool can readily use and reuse the samecomponents in different cards and/or wraps. Behaviors can be associatedwith the component and any component can be composed of one or moresubcomponents which themselves are fully defined components.

Regardless of the level to which they are applied (i.e., wrap level,card level, component level, subcomponent level, etc.), the behaviorsare preferably declared in the descriptor rather than being explicitlydefined within the descriptor. In that way, the behavior declarationacts as a hook which can be used to associate virtually any programmablelogic with a card/component/etc. The behaviors are preferably defined(or at least obtainable) by the runtime viewer.

FIG. 6, diagrammatically illustrates the structure of a firstrepresentative wrap descriptor 40. In the illustrated embodiment, thewrap descriptor 40 includes the wrap ID 42, the wrap title 44, and acard descriptor 46 for each of the cards 14. Each card descriptor 46describes of the structure, layout and content of the associated card.The wrap descriptor 40 may also optionally include cover identifier(s)43 and/or any other desired information or metadata 45 relevant to thewrap. The cover identifier(s) 43 identify any cover(s) 15 associatedwith the wrap. Other information and metadata 45 may include any otherinformation that is deemed relevant to the wrap, as for example, anindication of the creation date and/or version number of the wrap,attributions to the author(s) or publisher(s) of the wrap, etc.

The card descriptors 46 may be arranged in an array, deck, or in anyother suitable format. In the diagrammatically illustrated embodiment,each card descriptor 46 includes: a unique card identifier (card ID 71);a card layout 75; and optionally, an associated card type 73. The cardlayout 75 preferably includes at least one of a layout identifier(layout ID 76) and a layout definition 78 and optionally, a layout name77. When the layout definition is not explicitly provided in the carddescriptor 46, it may be obtained by reference through the layout ID 76.The layout definition 78 may be provided in a variety of differentformat. By way of example, Cascading Style Sheets (CSS) works well. Aswill be appreciated by those familiar with the art, CSS is a style sheetlanguage used for describing the look and formatting of a document. Ofcourse, in alternative embodiments, other style sheets and/or other nowexisting or future developed constructs may be used to define the layoutof the cards.

The card ID 71 is preferably a unique identifier that uniquelyidentifies the associated card 14. An advantage of using uniqueidentifiers as card IDs 71 is that the cards 14 are not wed to aparticular wrap package 10, but rather, can to be used in or sharedamong a plurality of wrap packages. That is, once a card is created itcan be used in any number of different wraps by simply placing thatcard's descriptor 46 at the appropriate locations in the card decks ofthe desired wrap package. Thus, the unique card IDs 71 can be used tohelp streamline the process of using one or more cards 14 from one wrappackage 10 in a second wrap (sometimes referred to as the “mixing” ofcards 14 and/or wrap packages 10), which can help simplify the processof creating the second wrap package. In some implementations, the cardIDs 71 may also take the form of URLs, although this is not arequirement. A potential advantage of using URLs as the card IDs 71 isthat the URLs can potentially be used to allow a card in the middle ofthe wrap to be more directly accessed from outside of the wrap.

The card layout 75 defines the layout of the components 16 of theassociated card 14. Preferably the card layout 75 includes a card layoutID 76 which uniquely identifies the associated layout. In someembodiments, the descriptor itself defines the layout using aconventional web presentation definition mechanism such as CascadingStyle Sheets (CSS). In other embodiments, the layout definition may beaccessed from a server using the layout ID 76. As will be familiar tothose skilled in the art, CSS is a style sheet language used fordescribing the look and formatting of a document written in a markuplanguage. CSS enables separation of document content from the documentpresentation, including elements such as the layout, colors and fonts.Thus, CSS is very well adapted for inclusion within the wrap descriptor40.

It should be noted that the layout ID 76 is also useful in the contextof the aforementioned authoring tool used to create and author wrappackages 10. Specifically, in some embodiments, the authoring tool isprovided with a number of pre-defined templates (card layouts) fromwhich an author of a new card can choose. Each template has one or morecontainers/components 16, which are arranged on the card in apredetermined manner for holding card content 17. The template itselfcan have any particular layout, or can be used to create a particularlayout. In either case, the particular layout can be assigned a uniquelayout ID 76, and thereafter, be used and reused in conjunction withdifferent cards thereby simplifying the card creation process.

The card type 73 (which is optional in the descriptor) relates primarilyto such an authoring tool. For convenience, the templates may becategorized into different groups or classes. By way of example, theclasses/groups may relate to their intended uses, the entity for whichthe templates are to be used, to the creator of the templates or anyother logical grouping of templates. For example, card type 73, can beassigned to one or more predefined card templates, depending on theirintended function. For instance, an authoring tool may include one ormore card templates, each centric for the display of text, visual mediasuch as photos or images, the playing of video, live or streaming media,application functionality (e.g., scheduling appointments, GPS, etc.), orsupporting e-commerce (e.g., displaying products and/or services forpurchases, chatting with online sales representative, etc.)respectively. Thus for each template type and class/grouping, card typeID 73 may be assigned.

With the template-based approach, the author(s) of a wrap package 10 caneasily select a desired template/card layout that meets their need froma set of available templates and create a new card by readily insertingor otherwise associating the desired content, functionality and/orservices into the predefined containers. Such a template based approachcan greatly simplify the authoring of cards 14 and wrap packages 10,since the author(s) need not be an expert in HTML, scripting or othertypical web page language constructs required in order to create thecard(s) 14 as typically required with creating conventional web pages.Rather, those details are embodied in the selected template itself,which translates to a specific layout 75, which in turn is identified bythe layout ID 76. When a run-time instance of the wrap package 10 iscreated, layout 75 is used to format the associated card 14.

The associations between components 16 and their contained contentobjects 17, whether explicit in the card descriptors, or implicit andanonymous, are sometimes referred to herein as “pins” 80. When explicit,pins 80 are identified in the card descriptors 46 by a universallyunique Pin ID 81, and by a symbolic pin name 82. When implicit, pins areanonymous at runtime, but may at design time be instantiated in order toprovide operable constructs to the authoring tools, in which case theywill share the name and ID of the component they bind and associate.

Whether implicit or explicit, these conditions are equivalent, and onerepresentation may be trivially transformed into the other and viceversa, with no loss of meaning. The runtime, authoring environment andother tools are free to transform the object graph as they see fit, andwhether the association is treated as intrinsic or extrinsic isirrelevant for the purposes of the determination of the structure of thewrap and its contents, this transformation being a matter ofconvenience.

The symbolic name of a pin (pin name 82) or component is both Human andMachine-Readable, for example, “Headline”, “Glyph”, “Body”, “Image”,“Video”, “Cul-de-sac”, or any other heading that the template designerdeems appropriate. The symbolic name is used to identify its function;can be used and bound to by constraints and layouts to further constraintheir display, behavior and function; and is used by the authoring toolsto identify the role of the thus-associated component and map fieldsfrom one layout to another when changing the layout associated with acard. Multiple pins or components can share the same symbolic name. Whenthey do, it implies that they serve the same role in the system, andthat the same rules will apply to them.

Components 16 contain there associated content 17 and may also containor reference zero or more attributes or constraint objects, specifyingmetadata to manage or modify the display of, or behavior of, thatcomponent. Constraint objects may specify abstract symbolic data used bythe runtime to determine how to display or manage the object containingit, (the Constrained Object,) or the behavior of that object. Examplesof such abstract symbolic data are CSS class names, behavior names, orother symbolic names acted on by other objects in the system.Constraints may also contain concrete specifications to modify thedisplay or behavior of the object, or its container or any containedobjects. An example of the former is containing CSS rules applied to thecontent. An example of the latter is inclusion inline or by reference ofJavaScript code that acts on the constrained object.

The various constraint objects may be thought of as attributes thatdefine the style, format, behaviors, source/feed, and/or constraintsassociated the corresponding content 17. In the illustrated embodiment,these attributes include style attributes 86, source attributes 87 andother constraint objects such as behaviors 60, 62. Of course, otherattributes of a component can be defined and declared as appropriate forthe associated content.

The style attributes associate various styles with the content 17 andmay take the form of style sheets (e.g. CSS) or other conventional styledefinition mechanisms. By way of example, if the content 17 is a textstring, the style attributes 86 may include features such as the font,size, case, color, justification, etc. of the text. If the content is aglyph, the style attributes may include the color of the glyph, thesize, etc.

The source attributes 87 indicate the source of the associated content17. In some circumstances, the source attribute may simply be areference or pointer (e.g. a URL) that identifies the location of astatic content object (e.g., an image, a photo, a video, etc.). However,it should be appreciated that the content can also be dynamic. Forexample, the content object associated with a component of a wrap couldbe the current price of a particular stock. In such a case, the sourceattribute identifies the feed from which the current price will beretrieved when the card is rendered.

The ability to incorporate feeds into a wrap is a powerful constructthat facilitates a wide variety of different functionalities includingthe dynamic updating of information presented in a wrap after the wraphas been rendered. In general, a feed is a structured source havingcontent that can be dynamically updated after the wrap has beenrendered. As will be appreciated by those familiar with the art, thereare a wide variety of different types of feeds and different feedstructures. For example, a live streaming feed may present a live streamthat is progressively rendered as the stream is received. Examples oflive streams include live video streams, audio streams, biometricstreams, stock ticker streams, etc. Other feeds are server side eventdriven as is commonly used to facilitate live updates—as for example,sports score updates, stock price updates, etc. Still other feeds arepolling feeds in which the wrap periodically polls a source.

The source attribute 87 may take the form a feed descriptor that definesthe nature and structure of the feed as well as its feed characteristicsincluding source location, data format(s), update semantics, etc. Forexample, some feeds (e.g. live feeds and live update feeds) require thata socket be opened and kept open as long as the feed is active. Pollingfeeds require the identification of the desired polling frequency. Inother embodiments, the source attribute may include a reference to afeed object (note shown) that defines the feed.

It should be appreciated that there are a very wide variety of differenttypes of information/content that a wrap author may desire have updateddynamically while a wrap is being displayed. These might include itemsthat may be expected to update frequently and others that may updatevery slowly. By way of example, a few examples of items that may bedesirable to update dynamically include sports scores, stock prices, thenumber of tickets still available for purchase for an event, number ofunits of a product that are available or simply an indication of whethera product is in our out of stock, breaking news headlines, etc. A numberof services can also benefit from the ability to dynamically updatecontent based on information that can change while a wrap is displayedsuch as, the user's geographic location, social networking groupinformation (e.g. friends or peers that are nearby, online, etc.),featured information, etc. For example, a card in a wrap for a sportsstadium could show the nearest concession stands, restrooms, etc. whichcan vary as the user roams around the stadium. Another card could showthe stats of a baseball player currently at bat. A social networkingcard may inform a user when their friends or others sharing similarinterests are nearby. A retailer may wish to run special offers thatupdate periodically. Of course, these are just a few examples. The typesof content that an author may wish dynamically update is limited only bythe creativity of the author. Other constraint objects may includedeclarations of specific behaviors that are intended to be associatedwith the component 16 and/or content 17. Such behaviors may includebehaviors 60, 62 known to or accessible by the runtime viewer 50 asdiscussed above.

FIG. 6A diagrammatically illustrates an alternative pin based carddescriptor structure 46A. Appendix II of U.S. Provisional ApplicationNo. 62/133,574 illustrates a representative wrap descriptor 40A thattakes the form of a JSON object that utilizes the pin based carddescriptor structure 46A illustrated in FIG. 6A. FIGS. 14A-14Eillustrate the wrap defined by the wrap descriptor of Appendix II of thereferenced provisional. To facilitate correlation between the Appendixand FIG. 6A, various descriptor elements are labeled with correspondingreference numbers in Appendix II of the referenced provisional.

In the embodiment of FIG. 6A, the card descriptor 46 includes a uniquecard ID, 71, a card name 72, card type 73 and a card layout 75. Thelayout 75 includes a layout ID 76, optionally a layout name 77 and anexplicit layout definition 78. In the illustrated embodiment, the layoutdefinition takes the form of style sheets (e.g., cascading style sheets(CSS)). Although the illustrated embodiment includes both the layout ID76 and an explicit layout definition 78, it should be appreciated thateither could be eliminated from the descriptor if desired. For example,if the explicit layout definition is not part of the descriptorstructure, it could be accessed through the use of the layout ID.Alternatively, when the layout definition 78 is explicitly provided, theexplicit use of the layout ID 76 may be eliminated. However, it isgenerally preferable to explicitly provide the layout ID.

The descriptor 46A also includes an array of zero or more pins 80, witheach pin 80 corresponding to a first level component 16. Each pin 80includes a pin ID 81, a pin name 82 and an associated component 16. Thecomponent 16 includes a component ID 88, a component type 89, and thecomponent content 17. As indicated above, the content may be providedin-line or by reference. Any desired attributes and behaviors may thenbe associated with the component through a set of zero or more componentattributes 86 which potentially include any desired component styleclass declarations 91, component style sheets (CSS) 93 and componentbehavior declarations 95. In the illustrated embodiment, the style classdeclarations 91 refer and bind to CSS classes defined in the layoutdefinition 78 that are used to define the format of the associatedcomponent 16. Numerous examples of this binding can be seen in theAppendix II of the referenced provisional. By way of example, the firstpin 80(1) in Appendix II has an associated component style classdeclaration 91(1) that refers to and binds the font size style “fontsize-x1” 96 defined in layout 78 to the associated text content 17(1).

Component style sheets 93 provide an alternative component levelmechanism for associating specific styles and formatting with acomponent 16. In general, it is expected that the card layout definition78 will define the styles and formats associated with each component ina robust manner that is satisfactory to the card author. In suchimplementations, there is no need to include any component level stylesheets 93, and it is expected that in many (indeed most) such cardimplementations, no component style sheets would be provided. Rather,the associated styles may be bound through the use of class declarations91. However, the component style sheets 93 provide a mechanism by whichthe style assigned to the component by the layout definition 78 may beoverwritten, which gives card authors great flexibility in defining thestylistic presentation of their content without altering the card layoutdefinition. In other implantations, it may be desirable to define someof the style attributes at the component level rather than the cardlevel. In such implementations more aggressive use of component levelstyle sheet 93 would be expected. In still other embodiments, theavailability of component level style sheets can be eliminatedaltogether. In the illustrated embodiment, style sheet are used toassign styles to the components since they are currently a popularformat for associating different styles with HTML content. However, itshould be appreciated that other now existing or later developedconstructs can readily be used to associate styles with the content asappropriate.

Behaviors 60, 62 can be associated with a component on the componentlevel in the same manner as the style sheets. This can be accomplished,for example, through the use of behavior declarations 95 which declarespecific behaviors 60, 62 with their associated component. It should beappreciated that the ability to associate specific behaviors withspecific components in a general manner provides tremendous flexibilityin the card creation process that facilitates the creation of cardshaving an incredibly wide range of functionality and behaviors whilemaintaining a simple, compact, and highly portable wrap structure. Eventhough there is an ability to associate behaviors with specificcomponents, it is expected that the behavior set may be null for manycomponents because they would have no need to have any specificbehaviors associated therewith.

The card descriptor 46A also associates any desired card levelattributes and/or behaviors with the card through a set of zero or moreattributes 86C that are associated with the card at the card level. Likethe component attributes 86, the card attributes 86C potentially includeany desired card level style class declarations 91C, card level stylesheets 93C and/or card level behavior declarations 95C which work insubstantially the same way as the component attributes, except that theyoperate at the card level. When desired, the wrap descriptor 40 can alsohave similar wrap level attributes 86W. Similarly, when the content of acomponent includes one or more subcomponent(s), the varioussubcomponent(s) may have their own associated component attributes 86regardless of the tier of the component/subcomponent. Still further,when desired, attributes can be associated with groups of components.

FIG. 6B diagrammatically illustrates an alternative card descriptorstructure 46B that does not utilize pins 80. The structure of carddescriptor 46B is generally similar to the structure of card descriptor46A described above with respect to FIG. 6A except for the use of pins.Therefore, the attributes (e.g., styles and behaviors) are associatedwith their corresponding components 16 rather than with pins 80. Like inthe embodiment of FIG. 6A, the card descriptor 46B includes a card ID71, a card name 72 and a layout 75. The layout 75 includes a layout ID76, layout name 77 and layout definition 78. The descriptor thenincludes an array of zero to many components 16.

Each component 16 includes a component ID 88, a component name 84, acomponent type 89, the associated content 17 and the associatedattributes 86. Like in the previously described embodiment, theassociated attributes may include associated classes 91, component stylesheets or definitions 93, behavior declarations 95 and/or theirassociated behaviors 60, 62. Thus it can be seen that card descriptors46B are functionally substantially equivalent to the card descriptors46A described above.

Appendix III of U.S. Provisional Application No. 62/133,574 illustratesa representative wrap descriptor 40B that takes the form of a JSONobject that utilizes the component based card descriptor structure 46Billustrated in FIG. 6B. To facilitate correlation between Appendix IIIand FIG. 6B, various descriptor elements are labeled with correspondingreference numbers in the Appendix. It is noted that the attributescontainer 86 is labeled “Styles” in the JSON code of Appendix III.

Although only a few particular card descriptor structures have beendescribed, it should be appreciated that equivalent functionality can beobtained using a wide variety of different descriptor arrangements.

Gallery Card Descriptors

FIG. 6C illustrates a representative gallery card descriptor 46G. Theillustrated embodiment uses the component based descriptor approach ofFIG. 6B although it should be appreciated that other card descriptorhierarchies (such as those illustrated in FIGS. 6 and 6A can be used aswell. Gallery card descriptor 46G includes card ID 71G, card name 72G(in this case “Gallery Card”), and card layout 75G with layout ID 76G,layout name 77G and CSS layout definitions 78G, which together define alayout suitable for a gallery card. The initial component is gallerycomponent 16G, which has a component ID 88G, a component name 84G, acomponent type 89G, gallery component content 17G, and any associatedattributes 86G (including class declarations 91G, style sheets 93G andbehavior declarations 95G).

In the illustrated embodiment, both the component name 84G and thecomponent type 89G are “Gallery.” The “content” of the gallery component16G is a set of one or more gallery item components 116. Each of thegallery item components 116 typically, although not necessarily, has thesame component structure previously described and can be thought of assubcomponents. This introduces a powerful feature of the describedarchitecture. That is, the “content” of any particular component may beone or more “subcomponents”. Similarly, the content of any of these“subcomponents” may also include one or more next tier components and soon, with the components at each tier having the same generic structure.Thus, each gallery item component 116 includes: a component ID 88, whichmay be thought of as a gallery item ID; a component name 84, a componenttype 89, content and any associate attributes 86 (potentially includingclass declarations 91, style sheets 93 and behavior declarations 95).

In the illustrated embodiment, the component name 84 and component type89 for the gallery item 116 is “Gallery Item”. The content of thegallery item 116 is a set of components (subcomponents) that make up thegallery item (that is, gallery items 116, which are subcomponents of thegallery component 16G, themselves have subcomponents which might bethought of as third tier components). Each of these gallery itemcomponents has the same structure as any other component. By way ofexample, the gallery item components may include a headline component16H, and an image component 16I (shown in Appendix III of U.S.Provisional Application No. 62/133,574). Only the headline component 16His shown illustrated in FIG. 6C, but the corresponding JSON descriptoris shown and labeled in Appendix III.

With the described structure, specific behaviors or styles can beassociated with components at any level. Thus, for example, a behaviorcan be associated at the card level, the gallery item level, thecomponent of a gallery item level or at any other level at whichcomponents are used. An example of a card level behavior might be theaforementioned gallery card “snap to item” behavior 60C, which can beseen in the aforementioned Appendices I, II and III. An example of agallery item subcomponent level behavior might be a trigger as describedbelow.

Although a particular gallery card descriptor structure has beendescribed, it should be appreciated that equivalent functionality can beobtained using a wide variety of different descriptor arrangements.

Trigger Descriptors

Referring next to FIG. 6D, a descriptor structure for a representativetrigger component will be described. Like other components, the triggercomponent 16T includes an optional trigger component ID 88T, a componenttype 89T, a component name 84T, content 17T and any associatedattributes 86T (including any class declarations 91T, style sheets 93Tand behavior declarations 95T). In the illustrated embodiment, thecomponent type 89T is labeled “trigger” and the component name 84T islabeled “transact” indicating that the trigger is a transaction trigger.

The content 17T of the trigger component 16T in this illustrativeexample includes three subcomponents. The subcomponents include a textbox 16T, an image 16TI that takes the form of a “buy button” and a link16L The link 16L has an associated behavior “open-in-new-tab”, whichcauses the browser to open the target URL in a new tab when the triggeris activated by tapping on a touch sensitive display anywhere within theregion defined by the trigger or by otherwise activating the trigger.The described link trigger behavior is a good example of a componentlevel behavior.

In the illustrated embodiment, the link component 16L is a first levelcomponent of the trigger and therefore the link is activated by tappingon (or otherwise selecting) any component within the trigger—as forexample either the text box 321 or the buy button 327. If the cardcreator preferred to have the link activated only by selection of thebuy button 327, that can readily be accomplished by making the link 327a component of the buy button rather than a first level component of thetrigger—or, by moving the text box component definition out of thetrigger—as for example to the same component level as the triggeritself. Any tap or click in the bounding rectangle of the trigger, asdefined by the components contained by the trigger, results in thetrigger being activated.

It should be apparent that the trigger component may be included as afirst tier component in the card descriptor or as a subcomponent at anylevel within the card descriptor hierarchy. Although a particulartrigger descriptor structure is illustrated, it should be appreciatedthat equivalent functionality can be obtained using a variety ofdifferent descriptor arrangements. It should further that FIG. 6D isillustrative for providing an example for the purchase of an item forsale. It should be understood, however, the cards can be authored withtriggers for a wide variety of actions besides purchasing an item, suchas the reservation or booking of goods and/or services, online chats,GPS related services and functionality, etc.

Feed Descriptors

As indicated above, there are a wide variety of different types of feedsand feed structures that may be desirable to incorporate into anyparticular wrap. To facilitate the use of feeds, any wrap descriptor 40or individual card descriptor 46 may include one or more feeddescriptors. As described below, each feed descriptor has a number ofdescriptive elements that together define an associated feed in a mannerthat can be used by the runtime to integrate information from the feedinto a rendered wrap instance in the manner desired by the wrap author.

Referring next to FIG. 6E, a representative feed descriptor 187 inaccordance with a nonexclusive embodiment will be described. In theillustrated embodiment, the descriptive elements of feed descriptor 187include a feed type 1005, a feed source 1007, a desired lifecycle 1009,a feed target 1011, an update frequency indicator 1013 and any requiredfeed parameters 1015. Of course, not all of these descriptive elementsare required in every feed descriptors and any particular feeddescriptor may include one or more additional descriptive elements asappropriate. The feed descriptor 187 may also optionally include a feedID 1003 and/or a feed name 1004.

The feed type 1005 indicates the type of the associated feed. Ingeneral, most feeds can be categorized into categories or “types” thatshare similar traits and/or requirements. As previously discussed, someof the feed types might include “live” (server side event driven) feeds,polling feeds, streaming video feeds, streaming audio feeds, etc. Whenthe feed descriptor is processed by the runtime, the feed type can beused to help identify the resources that may be required to support thefeed. For example live streaming feeds and server side event drivenfeeds may require the opening of a socket for the feed and keeping thesocket open for the duration of the defined feed lifecycle 1009.

The feed source 1007 indicates the location from which the feed can beobtained. Often, the feed source 1007 takes the form of a URL, althoughother endpoints or source identifiers may be used in alternativeembodiments.

The lifecycle 1009 indicates the feed's lifecycle semantics. That is,when and how the feed in activated, the conditions under which itremains active and potentially, when it is closed. For example, a fewpotential lifecycles might include: (a) “while-card-visible” which opensthe feed when that associated card is displayed and keeps the feedactive as long as the associated card is the visible card within thewrap; (b) “always” which opens the feed when the associate wrap isrendered and keeps the feed active as long as the wrap is displayed; (c)“on-card-open”—which activates a feed any time the wrap transitions tothe associated card; (d) “on-wrap-load” which opens the feed when thewrap is loaded; (e) “on-user-selection” which opens and/or updates thefeed in response to a user input (e.g., the selection of a displayedbutton or other user activated trigger). Some of the lifecycles, such as“while-card-visible” and “always” may be more appropriate for live andstreaming feeds, or feeds that affect globally-visible wrap state (e.g.in a globally visible sports score ticker or stock ticker) whereasothers, such as “on-card-open” or “on-wrap-load” may be more appropriatefor polling feeds. Which type of feed is most appropriate is highlycontext-dependent, and will be determined by wrap authors.

In addition, the lifecycle 1009 may optionally include functionality toterminate the feed. In accordance with various embodiments, thetermination may occur in any number of ways. For example, the feed may“time-out” after a predetermined period of time or manually in responseto an input from the viewer of the wrap. For example, if the viewercloses and is no longer consuming the wrap, then the feed may beterminated. Alternatively, the feed may automatically terminate 10minutes after a baseball game that is being streamed has ended. Again,these are just a few examples. The terms and/or conditions fortermination of a feed may widely vary.

The target 1011 indicates the callback endpoint for the feed—which maybe the method to call when an event happens. In many implementations,the target will be a container within the wrap that the feed is to beassociated with. In many circumstances, the intended container will bethe component or other structure (e.g., card/wrap) within which the feeddescriptor 187 is defined within the wrap descriptor 40. That is, whenthe feed descriptor 187 is included as part of a particular componentdefinition, it might be assumed that the feed is intended to be bound tothat particular component. Alternatively, if the feed descriptor 187 isincluded as part of a card descriptor 46 outside of any of theassociated component descriptions, it might be assumed that the feed isintended to be bound to the associated card. Still further, if the feeddescriptor is included as a part of a wrap descriptor 40 outside of anyof the associated card descriptors 46, it might be assumed that the feedin intended to be bound to the wrap as opposed to any particular card orcomponent.

The frequency 1013 is particularly relevant to polling feeds andindicates how often the feed should be polled. In some circumstances itwill only be desirable to poll the feed once—e.g., when the associatedcard is opened, which can be uniquely defined by the combination ofLifecycle: on-card-open and Frequency: once. In other circumstances itmay be desirable to periodically poll the feed, as for example, everyminute, every 15 seconds, every 5 minutes, etc. In still othercircumstances it may be desirable to poll when the card or wrap is firstopened and thereafter only poll in response to user inputs or otherevents, as for example in response to the user selection of an “update”button (not shown). Of course, a very wide variety of other update rulescan be defined through the use of different frequency and lifecycleconstraints, and the feed may itself update the polling frequency forsubsequent reads, over the life of the interaction.

Some feeds may require the passing of specific parameters to the serverthat may be used by the server for various control, tracking orauthentication or other purposes. Feed parameters 1015 can be used topass such parameters to the feed server. In the illustrated embodiment,the feed parameters take the form of name/value pairs although otherdata structures can be used in other embodiments. In some circumstances,the feed parameters 1015 may be static and explicitly included in thewrap descriptor. For example, if a card employing a feed is associatedwith a particular ad campaign, it may be desirable to identify the adcampaign through the use of campaign identifier passed a feed parameter.In other circumstances the feed parameters may be variables. Forexample, a card arranged to provide current MLB scores sports may useteam identifier parameters to identify the teams of interest to theuser, with the user being given the ability to select the teams ofinterest—as for example, through a menu of teams provided on the card.Of course the specific parameters that are appropriate for any givenfeed and the manner in which the parameters are obtained may vary widelyand will often depend in large part on the APIs associated with thefeed.

Maintaining State Information

In many circumstances it may be desirable to transitorily orpersistently maintain state information associated with a user of a wrap10 and/or state information associated with a wrap 10. Some information,such as general information about the user, may be shared stateinformation that is relevant to a number of different wraps. Other stateinformation may be specific to a particular wrap (e.g., a particularuser selection or input within a wrap, etc.). Still other relevant stateinformation can be more global state information that is relevant to allinstances of a particular wrap independent of the specific user.

State information can be stored in a number of ways and the appropriatestorage techniques will vary in part based on the nature of the stateinformation. By way of example, general information about a user andother user specific shared state data can be maintained in a cookie, orwhen the user has a persistent viewer application, the user stateinformation can be persistently stored locally in association with theviewer application. If desired, any or all of the shared stateinformation can also be stored on the server side. The shared stateinformation may be useful to support a wide variety of differentservices including: user login and/or authentication; e-commerceapplications where the identity, contact info, mailing address, creditcard information etc. of the user may be necessary; integration withother applications (e.g. a calendar application, a chat application,etc.); and many other services. User specific shared state informationcan also be used to affect the navigation within a wrap. For example,user demographic information can be used to determine which card todisplay next in a set of cards.

There are also a variety of circumstances where it will be desirable topersistently maintain state information about the state of a particularwrap. For example, if a card includes a dialog box that receives a userselection or a textual input, it may be desirable to persistently storesuch selections/inputs in association with the wrap itself so that suchinformation is available the next time the wrap is opened by the sameuser (or same device).

In a nonexclusive embodiment, a state descriptor 68 is created and usedto maintain state information associated with a particular wrap asillustrated in FIG. 5B. The state descriptor 68 is associated with botha specific wrap and a specific user and thus can be used to store stateinformation relevant to that specific user's interaction with the wrap.When persistent state descriptors are used, the state descriptor 68 maybe stored with the wrap on the publication server 22. When the user hasa persistent viewer application, the state information can additionallyor alternatively be stored locally in association with the viewerapplication either in the state descriptor form or in other suitableforms. Generally, a state descriptor 68 will include a wrap ID 42 and auser ID that identify the wrap and user that the descriptor isassociated with respectively. The state descriptor 68 also stores therelevant state information in association with the card and componentIDs for which the state information applies.

In certain embodiments, it may also be desirable to synchronizedifferent instantiations of state information, depending on the wherethe state information is stored. For example if a user updates theircredit card or shipping address information at a publication server 22,then the corresponding state information residing within any particularwraps associated with the user, or within a persistently stored wrapviewer residing on a communication device belonging to the user, wouldpreferably automatically be updated. Conversely, any state informationlocally updated within a wrap and/or a persistently stored viewer wouldalso selectively be updated in any other instantiations of the stateinformation, such as but not limited to, other wraps, publicationservers 22, on a network, or any other remote data processing locationfor example.

Authoring Tool

Wrap packages 10 are composed by authors 34 using an authoring tool 100.In various embodiments, the authoring tool may operate in a desktopcomputing environment or a mobile communication environment, such as ona mobile or cellular phone, a tablet, or other mobile device, such as alaptop computer.

Referring to FIG. 7, an exemplary “home screen” 102 of a computingdevice running the authoring tool 100 is illustrated. In this example,the home page includes a number of existing wrap packages 104A through104N. For each wrap package 104, options are provided to “Copy”,“Preview”, “Edit” and “Share”. By selecting any of these options, thecorresponding wrap package 104 may be copied, previewed, edited orshared respectively.

For the purpose of explaining the operation of the authoring tool 100,the authoring of a new wrap package is described below. By selecting a“New Wrap” icon 106 appearing within the home screen 102, an author canbegin the process of authoring a new wrap package.

Referring to FIG. 8, a window 108 for assigning a title for the new wrapappears on the screen of the computing device running the authoring tool100 after the icon 106 is selected. Within this screen, a text field 110is provided for entering an appropriate name or title for the new wrappackage. Once the title has been entered, the author 34 selects the“Create” icon 112 to begin the authoring process for the new wrappackage.

Referring to FIG. 9, an exemplary authoring workspace 114 is shown,which appears on the display screen of the computing device executingthe tool 100 after the title for the new wrap has been defined. Withinthe workspace 114, the author 34 is provided a work area and a set oftools for the composing of wrap packages.

The workspace 114 includes a header field 116, a card type selectorfield 117 for specifying the type of card to be authored, an authoringspace 118 for defining the components and content of cards the of thewrap package as they are authored, an add component field 119 for addingcomponent(s) to the cards appearing in the space 118, a preview andconfigure space 120 for previewing and configuring the card defined inthe authoring space 118, and a layout selector space 122 for definingvarious card templates used for creating and configuring the variouscard types of the wrap package.

Referring to FIGS. 10A through 10C, features of the header field 116 ofthe workspace 114 are illustrated.

As shown in FIG. 10A, the header field includes the previously definedtitle of the wrap package 10, a title editing tool 124 for revising orchanging the title of the wrap package, a save tool 126, a publish tool128, and a discard tool 130. The tools 126, 128 and 130 are respectivelyused for saving, publishing and discarding cards 14 of the wrap package10 as they are authored.

The header field 116 also includes a card sequencing space 132. Withinthis space 132, the author can arrange the cards and define the one ormore linear sequences in which the cards are to be rendered when thewrap package is consumed.

As the individual cards of the wrap package are authored, they are addedto the sequencing space 132 in the numerical order (e.g., 1, 2, 3, 4,etc.) in which they are created. In the event the author 34 wishes tore-order the sequence, one of several operations may be used.

As shown in FIG. 10B, an exemplary re-sequencing operation isillustrated. In this particular example, Card 2 is moved after Card 3using a drag and drop operation. When the operation is complete, thecards are renumbered to reflect their new sequence order. In anotherembodiment (not illustrated), cards can be copied and pasted. In yetother embodiments, cards can be moved or re-sequenced using anytechnique.

By moving the various cards to different positions within the space 132,the horizontal sequence of the cards can be arranged in any order asdetermined by the author 34. In addition, one or more of the cards canalso be configured as a gallery card(s), which are navigable in thevertical direction. Thus, by defining (a) any gallery cards in thehorizontal sequence in space 132 and (b) the horizontal order of thecards, including any gallery cards, in space 132, the horizontal and/orvertical sequence for rendering the cards when the wrap package isconsumed is defined by the author 34.

The header 116 also includes left and right scrolling icons 131. Wheneither the left or right scrolling icon 131 is selected, the cardsappearing in the card sequencing space 132 scroll in either the left orright direction respectively. By providing the scrolling icons 131, allof the cards of the wrap package can be viewed, even in situations wherethe number of cards in the wrap package are too numerous to convenientlyall fit into the sequence space 132 at the same time. The scrollingicons 131 thus allow the author 34 to navigate, view and edit all of thecards of the wrap package.

As illustrated in FIG. 10C, the header 116 also includes a “New Card”tool 134. When the author selects this tool, two actions occur. First, anew card 140 is created in space 132. Implicitly, the new card 140appears next in the horizontal sequence order in space 132. However, asnoted above, the sequence order of the card can be changed by the author34 if desired. Second, a new card type selector tool 136, which lists anumber of different possible card types, appears. In a non-exhaustivelist, the types of cards that are provided within the card type selectortool 136, include, but not limited to, a textual card, an image/photocard, a video card, a gallery card, a document card, a chat card, atransact card, an appointment card, a feed card and an end of wrap card.By selecting any one of these card types, and then the create icon 138,the new card 140 is defined as the selected type.

In this particular example, the new card 140 appears as card 4 in thesequence order. A number of examples are provided below illustrating theauthoring of the new card 140 for each of the card types listed above.

Referring to FIG. 11A through 11D, the authoring of an exemplary textualcard 140 is illustrated.

As shown in FIG. 11A, a number of textual card templates are provided inthe layout selector space 122. Each of the templates is labeled Template1, Template 2, through Template N. Each of the various templatesincludes a different structure and layout. For example, each may includedifferent arrangement of predefined headlines, sub-headlines, and/orcomponents. In this particular example, Template 2 is selected,resulting in a card having the same structure and layout as the selectedtemplate appearing in the authoring space 118 and preview and configurespace 120. In this particular example, the selected template includes aheadline 142 and a sub-headline 144.

As illustrated in FIG. 11B, the author 34 types text into the headline142 and the sub-headline 144 within the authoring space 118. As the textis typed, it appears in the corresponding headline 142 and sub-headline144 of the card appearing in the space 120. In this particular example,the author has typed “Wrap” into the headline component 142 and “Thenarrative web . . . ” into the sub-component 144. Since this cardincludes text components, a set of style tools 146 are provided toenable the author to configure the font, size, justification and colorof the text contained in the components 142 and 144 respectively. Itshould be understood, however, that the style tools 146 may optionallynot be provided for cards that do not contain text. The style tools 146are, therefore, not necessarily constrained to all the different cardtypes.

Additional tools, provided in the authoring space 118, enable the authorto further modify the selected card template if desired. For example, aheadline tool 148 enables the author to modify the card template withanother header and sub-headline tool 158 enables the author to createanother sub-heading. When either is selected, a text box appears in theimage of the cards appearing in space 118 and space 120. The author canthen type into the text box(es), similar to that described above. Inaddition, the text box(es) can be positioned or moved in the image ofthe card appearing in space 120 to any location desired by the authorand the style tools 146 can be used to define the style of the enteredtext.

Referring to FIG. 11C, a number of exemplary textual cards areillustrated. In each instance, a different card, each derived from atemplate with different layouts, structures, headers and/orsub-components, is illustrated. Also in each case, the style tools 146are available to the author to define the different fonts, sizes,justification and potentially color (not visible) of the text in each ofthe cards. It should be noted that these examples are not exhaustive.Various templates of different structures, layouts and/or arrangementsof components can be used to create an almost infinite number of textualcard styles.

Referring to FIGS. 12A through 12C, a series of diagrams showing how thenew card 140 is configured as an image card is illustrated.

As illustrated in FIG. 12A, in this particular example, the authorselects a particular image template from space 122. In response, a cardcorresponding to the selected template with an image box 154 appears inspaces 118 and 120 respectively. To define the image to include in theimage box 154, the author selects the select image icon 156.

As illustrated in FIG. 12B, an “Add Image” box 158 appears in responseto the selection of the select image icon 156. Within the box 158, theauthor may selectively either (i) drag and drop or otherwise select andimage or photo from an existing library (i.e., image 1, image 2, image3, etc.), upload and image, or provide a URL or other identifier foraccessing the image from a remote location when the card is renderedwhen the wrap is consumed. The defined image is then inserted into thecomponent box 152 when the Add icon 160 is selected.

As illustrated in FIG. 12C, the added image appears in both the cardtemplate provided in space 118 and space 120. Furthermore, within space120, the author 34 may further stylize the image by adjusting its sizeand/or location within the card, as represented by author manipulatingthe image box containing the image.

FIGS. 13A and 13B are diagrams showing how the new card 140 isconfigured as a video card is illustrated.

As illustrated in FIG. 13A, the author selects a particular videotemplate from space 122. In response, a card corresponding to theselected template, including a video component box 162, appears in thepreview and configures space 120. Next, the author 34 selects the icon164 for defining the video for insertion into the component box 162.

As illustrated in FIG. 13B, a box 166 for inserting a URL or otheridentifier for a chosen video appears. In addition, a preview icon 168,and add icon 170 and a clear icon 172 also appear. By selecting thepreview icon 168, the selected video defined in box 166 can be previewedin the component box 162 of the video card 160 appearing in the space120. The add icon 170 results in the video being inserted into the card160, whereas the clear icon 172 will remove the URL. Again, the authormay resize and position the video within the card in the space 120 asillustrated.

It should noted that with each of the examples provided above, an addcomponent tool 119 appears in the space 118. The add component tool 119allows the author to add a new component to a card that was notpreviously defined by whatever template was used to create the card inthe first place. Thus, by using the add component tool 119, the author34 has the option to add additional text, an image, video or otheraction component beyond what was originally defined in the startingtemplate, as described in more detail below.

Referring to FIGS. 14A through 14C, a series of diagrams showing how thenew card 140 can be configured as a document card is illustrated.

As illustrated in FIG. 14A, the author selects a particular documenttemplate from space 122. In response, a card 170 corresponding to theselected template, including a document component box 172, appears inthe preview and configure space 120. By selecting the document icon 174,and either dragging and dropping or uploading the document, the authorcan define the document for insertion into the component box 172. In theparticular example shown, the author has selected a PDF document, whichappears within the component box 172 of the document card 170.

The author may also elect to add an additional component to the documentcard 170, for example, a descriptor or title for the uploaded PDF file.To do so, the author selects the Add tool 119, as also illustrated inFIG. 14A.

As illustrated in FIG. 14B, an add component window 182 appears inresponse to the selection of the Add component tool 119. Within thecomponent box 182, the author may select text, image or some otheraction component. In this particular example, the author selects thetext component.

As illustrated in FIG. 14C, a text box 184 in the authoring space 118and a text box 184 appearing within the card 170 in the space 120 appearin response to the selection of the text option in box 182. By typinginto text box 184 (e.g., “User Manual”, the corresponding text appearsin the text box 184 of the card 170. Again, the author may adjust thestyle of the card 170 by resizing and positioning both the PDF documentand/or the text box in space 120. Also, the author may change the font,size, justification and color of the text using style tools 146.

In various embodiments, behaviors or tools may also be inherentlyprovided within document templates that enable or facilitate navigationof any inserted document within a card. For example, for PDF, Word orPowerPoint documents, scrolling bars, pointers, or a page flippingbehavior may be embedded in the card templates so that a view of thewrap package can flip from page to page within the document when thecard is consumed.

Referring to FIGS. 15A through 15C, a series of diagrams illustratinghow new card 140 is configured as a chat card is illustrated.

As illustrated in FIG. 15A, the author selects a particular chattemplate from space 122. In response, a chat card 190, corresponding tothe chat template, appears in the preview and configure space 120. Thecard 190 includes a chat function that enables a chat session to takeplace between a consumer of the wrap package and a remote person whenthe card 190 is rendered. The chat functionality of card 190 can beimplemented in a number of different ways. For example, the chatfunction can be embedded as a widget that appears in an i-frame withinthe card 190. When the viewer interacts with the widget, a chat serveris accessed, and the viewer may engage in a chat session with anotherparty via the chat server. For more details on implementing widgets intocards of wrap packages, see U.S. Provisional Application No. 62/193,830,entitled “Card Based Package for Distributing Electronic Media andServices”, filed Jul. 17, 2015, incorporated by reference herein for allpurposes. In another embodiment, the chat may be implemented using acul-de-sac method. In other words when the viewer is consuming card 190and would like to engage in a chat, the viewer is taken to another webpage or location to engage in the chat. When done, the viewer isreturned to page 190. In yet another embodiment, the chat functionalitycan be built into as a component of the card 190. For example, the chatcard 190 may include the ability to establish a session with a remoteserver and exchange media during the session. Thus, when the viewerwould like to engage in a chat, a session is established between thecard 190 and a chat server, enabling the chat to take place.

As illustrated in FIG. 15B, the author may also elect to add an additioncomponent to the chat card 190 by selecting the Add tool 119, whichcauses the add component box 194 to appear. Within the component box194, the author may select text, image or some other action component.

As illustrated in FIG. 15C, the author in this example selects the addimage component, which results in an image box 196 appearing in theauthoring space 118 and a corresponding image box 198 appearing withinthe card 190 in the space 120. By adding an image into box 196 (e.g., aNieman Marcus store), the corresponding image appears in the image box198 of the card 190. Again, the author may resize and position image box198 within the card 190. In addition, other components may be added in asimilar manner. For example, the author 34 may also elect to ad a textcomponent, such as “Chat with an online sales representative” (notillustrated), by selecting the Text option within the add componentwindow 194, similar to that described above.

Referring to FIGS. 16A through 16F, a number of diagrams showing the newcard 140 authored as an appointment card for making an appointment isillustrated.

As illustrated in FIG. 16A, the author selects a particular appointmenttemplate with a built-in calendaring function from space 122. Inresponse, an appointment card 220, corresponding to the selectedappointment template, appears in the preview and configure space 120.The card 200 as shown has already been authored to include text (i.e.,“Rancho Relaxo Spa”), and image, and a “Book and Appointment” buttonusing the Add tool 119, as described above.

The card 200 may implement the appointment booking/reservation functionin a number of ways. For example, the function can be implemented via(i) a widget embedded in the card and that allows interaction with aremote reservation/booking server; (ii) by cul-de-sacing to a remotelocation, such as a reservation/booking web site, or building thereservation/booking functionality into the card itself. With the latterembodiment, the card 200 would include the ability to create a sessionwith a remote reservation/booking database and the appropriateinformation needed to book an appointment/reservation would be exchangedduring the session.

In accordance with one embodiment as illustrated in FIG. 16B, a numberof calendar related icons appear in the authoring area 118 when theappointment function 202 is selected. In this example, the author canspecify the year, month and time increments for receiving appointmentrequests from a consumer of the wrap package. In response, the selectedparameters are set into the appointment function of the card 200. Inthis latter embodiment, a session is established between the wrappackage and the remote reservation or booking database when the card 200is being consumed. During the session, state information is exchanged,meaning the remote database provides the wrap package with appropriatefeed information, such as booked and/or available time-slots forreservations. In response, the feed information is presented within thecard 200, allowing the viewer of the wrap to book an availabletime-slot. In this embodiment, the card 200 captures the requiredinformation, such as the date and time specified by the viewer, alongwith optionally user information (name, contact information, creditcard, etc.), and provides it to the remote database for reserving therequested time slot.

Referring to FIGS. 16C through 16F, an alternative embodiment ofauthoring the “cul-de-sacing” to a remote reservation-booking locationis illustrated. In this example as illustrated in FIG. 16C, the author34 selects the add component tool 119, which results in the appearanceof the add component window 194, as illustrated in FIG. 16D. Next, theauthor 34 selects the “Action” icon, which results in the appearance ofa set of tools in space 118, including a button tool 202 and a link tool204, as illustrated in FIG. 16E. By selecting the button tool 202, theuser can create a “Book Now” trigger within the card 200. By selectingthe link tool 204, as illustrated in FIG. 16F, the author can define aURL of the remote reservation booking database. Thus when a viewerselects the Book Now trigger, a web page associated with the remotereservation booking system appears. Once a reservation is made, or theviewer opts to not make a reservation, the viewer is returned back tocard 16F of the wrap package.

FIGS. 17A through 17C, are diagrams showing new card 140 configured as alocation/GPS card.

As illustrated in FIG. 17A, the author selects a particular GPS/locationtemplate with GPS/location functionality from space 122. In response,GPS/location card 220, corresponding to the selected template, appearsin the preview and configure space 120.

As illustrated in FIG. 17B, the author 34 can add additional componentsto the GPS/location card 210 by selecting the add component tool 119. Aspreviously described, the author can add text and/or image component(s)as described above. In addition, the author can add a locationcomponent, as is provided in this example.

As illustrated in FIG. 17C, a component box 212 appears in the authoringspace 118 and in the card 210 in the space 120. In this example, thecomponent box 212 enables the author 34 to define GPS functionality inthe card 210. For example, the wrap package may be authored on behalf ofa merchant located at 923 Elm Street in San Francisco. By including anaction component into the card allowing a consumer of the wrap packageto enter their current address, the card 210 is configured to interactwith the GPS functionality of the consuming device, such as the GoogleMaps application running on the device, to provide GPS related services.For example, the viewer of the wrap may enter their current locationinto the card 210, which would result in the card providing directionsto the location of the merchant, located at 923 Elm Street in SanFrancisco.

In an alternative embodiment, FIGS. 17D through 17F illustrate asequence of diagrams for authoring a cul-de-sacing” action to a remoteweb site providing GPS/location functionality, such as Mapquest or thelike. In this example as illustrated in FIG. 17D, the author 34 selectsthe add component tool 119, which results in the appearance of window194, as illustrated in FIG. 17E. In response, the author selects theAction item, which enables the insertion of a URL to a remote web pageproviding GPS/location functionality. Again, as a cul-de-sac, the vieweris returned to the wrap package after they are done accessing the remoteGPS/location web page by closing the window 194. In yet otherembodiments, the GPS/location functionality can also be implementedusing a widget or by building the functionality into the card itself.

Referring to FIG. 18A through 18F, a sequence of diagrams illustratingnew card 140 authored as a transact card 220 is shown.

As illustrated in FIG. 18A, the author selects a particular transacttemplate from space 122. In response, a transact card 220, correspondingto the selected template, appears in the preview and configure space120. In addition, a number of options for adding component(s) specificto transactions are provided in the authoring space 118. In thisparticular example, an image component 222, a headline component 224, abutton component 226 and a link component 228 are provided.

As illustrated in FIG. 18B, the image component 222 is selected. As aresult, the author may add an image to the card 220, similar to thatdescribed above.

As illustrated in FIG. 18C, the headline component 224 is selected. As aresult, the author may add headline to the card 220, similar to thatdescribed above.

As illustrated in FIG. 18E, the button component 226 is selected. As aresult, the author may add a “Buy Now” button similar to that describedabove.

As illustrated in FIG. 18F, the link component 228 is selected. In thisnon-exclusive example, the author can then enter a URL into box 230,which will result in the cul-de-sacing to a remote web site locationwhen the Buy Now icon is selected. For instance, a web page that allowsthe consumer of the wrap to purchase goods and/or services appears. Whenthe transaction is complete, the viewer is returned to the wrap package.

It should be noted that transact cards are not necessarily limited tocul-de-sacing for the processing of transactions. On the contrary,transactions can also be conducted within the context of a transact cardwhile it is being consumed. For example, the transact card can beconfigured to establish a session with a back-end transaction server andthe ability to synchronize data during the session. For example withinthe context of the wrap, the viewer may peruse a number of items forpurchase. While viewing the wrap, current data pertinent to the items,such as number in stock, size information, color choices, etc., areupdated and presented to the viewer while consuming the wrap. The viewermay then elect to place one or more items into a shopping cart forpurchase. When ready to complete the transaction, the viewer prompted toenter the appropriate user information, such as mailing address, billingaddress and credit card information, to complete the transaction.Alternatively, all this information may be previously stored, in whichcase, the purchase can be completed with a “one-click” operation or thelike.

In yet another embodiment, the processing of a transaction within a cardcan be implemented using a transaction widget as a component in thecard. With such an embodiment, the widget appears inline an i-frame ofthe card. When accessed by the viewer, the content from a remotelocation, referenced using for example a URL, is presented in thei-frame, enabling the viewer to complete the transaction.

Referring to FIGS. 19A through 19D, diagrams illustrating the authoringof new card 140 as a gallery card are shown.

Unlike the above-described cards, the layout selector space 122 ismodified to include a vertical gallery container sequencing area 123, anew gallery container icon 125 and a behavior declaration 250 thatenables the author to define if the individual gallery containers of thegallery card will have a “snap” action or “rolling” scroll action whenswipe navigated. In one embodiment, a gallery container may have thesame frame size as the other cards in a wrap. But the size of a gallerycontainer matching the frame size of cards is by no means a requirement.In other embodiments, a gallery container can be smaller or larger thanthe frame size of other cards.

When a new gallery container “N” is to be added to the vertical sequenceof the gallery card, the icon 123 is selected. Thereafter, the authorselects a template for the new gallery container, which could be any ofthe above-listed card types. In addition, the vertical sequence of theindividual gallery containers of the gallery card can be changed using adrag and drop or analogous operation, similar to that described abovewith regard to the horizontal sequence. Consequently, the author 34 maycompose a gallery card by creating, authoring and sequencing new gallerycontainers one after the other.

As illustrated in FIG. 19A, a first gallery container 230 ₍₁₎ of thegallery card is illustrated. In this example, the first gallerycontainer 230 ₍₁₎ is selected from a text-based gallery containertemplate that has been authored to include the text component “See theNew 2015 Mustang”.

As illustrated in FIG. 19B, the same first gallery container 230 ₍₁₎ ofthe gallery card is illustrated. In this example, the second gallerycontainer 230 ₍₁₎ is selected from an image-based gallery containertemplate that has been authored to include an image of the 2015 Mustang.

As illustrated in FIG. 19C, a second gallery container 230 ₍₂₎ of thegallery card is illustrated. In this example, the second gallerycontainer 230 ₍₂₎ is selected from a document-based template that hasbeen authored to include a PDF article about the 2015 Mustang publishedby the magazine Car & Driver.

As illustrated in FIG. 19D, a third gallery container 230 ₍₃₎ of thegallery card is illustrated. In this example, the third gallerycontainer 230 ₍₃₎ was selected from a video based gallery containertemplate that has been authored to include a video of the 2015 Mustang.

As illustrated in FIG. 19D, an “N” and final gallery container 230_((N)) of the gallery card is illustrated. In this example, the fourthgallery container 230 _((N)) was selected from an end-of-gallerytemplate and has been authored to include a link to the Ford MotorCompany web site as well as icons for sharing the wrap package.

In the above-described example, each gallery container in the gallerywas authored to include different types of content, such as text, animage, a video, etc. It should be understood, however, that the aboveexample should not be construed as limiting.

In an alternative embodiment, each of the gallery item containers may beessentially same. In other words, each gallery container of a gallerycard may include the same arrangement of components, including (but notlimited to) for example (i) a text container for displaying the name orlabel of a product, (ii) an image container for displaying an image ofthe product, (iii) another text box for displaying the purchase pricefor the product and (iv) a “BUY NOW” trigger for purchasing the product.

The above example is thus highly suitable for displaying a multiplicityof similar items. For instance with a gallery card of shoes, eachgallery container would include the name or style of a shoe in the firsttext container, an image of the corresponding shoe in the imagecontainer, the cost of the shoe in the second text container, and theBUY NOW trigger. Since the location, styles and/or attributes of each ofthe components is the same, the look, feel and functionality of each ofthe gallery containers will essentially be the same, while only thespecific content relevant to each pair of shoes will differ.

The gallery container templates used for authoring the individualgallery containers of gallery cards are similar to card templates. Assuch, gallery container templates have the same or similar features andfunctionality as described herein with respect to cards.

Referring to FIGS. 20A and 20B, diagrams showing the authoring of newcard 140 as an end of wrap card is shown. When the end of wrap card isselected within the card type selector 136, a number of appropriatetemplates appear in the space 122. The author can then select one of thetemplates and begin the process of defining the last card 240 in thewrap package. For example, the author may select a template with“Share”, “Like” and “Tweet” functionality built-in to the card, asillustrated in FIG. 20A. By selecting any of these options, the wrappackage may be shared like a message, and included for example in aFacebook feed or a Twitter feed.

In addition, the author may, by selecting the add component tool 119,add image, text, video or other media, actions and/or behaviors to thecard, as described above. For example as illustrated in FIG. 20B, theauthor has added an image of a woman in a dress and text in a sub-headerthat reads “Fall Fashion at the Gap”. This is just one example of analmost infinite number of different card arrangements that can beauthored as the last card in a wrap.

In each of the examples provided above, the new card 140 can be eithersaved using 126, discarded using icon 130, or published using icon 128.When saved, the card 140 is stored in its current state and can be lateraccessed for additional authoring. When discarded, the card 140 isremoved from the sequence space 132. When published, the card 160 isincluded in the wrap package. At any point in time, the wrap package, orany particular card in the package, can be edited, removed, re-ordered,etc., using the above-described tools.

It should be understood that the card authoring examples provided aboveare merely exemplary and should in no way be construed as limiting. Invarious alternative embodiments, the authoring tool 100 may use analmost limitless number of different card templates, components, stylesand attributes, functionality and card types, resulting in an almostinfinite number of different cards that may be used in wrap packages.

Analytics

Analytics can be used to gain insights into defining content that may bedefined and used in wrap packages. This custom content, derived at leastpartially with the use of analytics, is hereafter sometimes referred toas “insight” content. As described in detail below, a wide variety ofdifferent types of analytic tools may be used to generate insightcontent that may be used in wrap packages.

Companies, businesses and other organizations often use analytics todetermine the outcome of marketing campaigns and to guide decisions forinvestment and consumer targeting. Demographic studies, customersegmentation, conjoint analysis and other techniques allow marketers touse consumer purchase, survey and related data to understand andcommunicate marketing strategy. Analysis techniques frequently used inmarketing include marketing mix modeling, pricing and promotionanalyses, sales force optimization, customer analytics, etc. Thus, in asimilar manner, insight content for wrap packages can be defined usinganalytics.

Similar to Web site analytics, analytics can also be used to measure,comment and analyze the use of wrap packages for the purpose of betterunderstanding and optimizing their use. Wrap specific analytics can helpcompanies and other organizations measure the results of wrap packages,including the number of views of the wrap package, views of individualcards, the click-through rate, etc. Wrap package analytics can also beused to specify the structure, layout and sequence of the cards, inaddition to any content including insight content, included in the setof cards of the wrap package. For example, wrap analytics can be appliedto specify the number of cards and their sequence order in thehorizontal and/or vertical directions. Analytics can thus be used as atool by businesses and other distributors of wraps to improve theireffectiveness. By applying analytics, useful marketing information, suchas usage, distribution, popularity, etc. of wrap packages, can all bemeasured, gauged and applied to increase the potency and usage of wraps

In other embodiments, the analytics can be applied to target recipientsof the wrap package. For example, analytics related to age or age group,gender, geographic location, buying history, demographics, income, etc.of target recipient(s) can all be selectively applied to again definethe content, including insight content, structure, layout and sequenceof the cards of wrap packages.

In yet other embodiments, the analytics pertain to marketing, risk,portfolio, predictive, security, and or analytics specific to wrappackages can also be applied. In yet other embodiments, one or more ofthe above analytics tools, along with others not listed herein currentlyknown or developed in the future may be used. Regardless of the analytictool(s) used, conclusions and/or meaningful usage patterns can be usedto define insights into the content, organization, layout of wrappackages, all of which may used to increase the effectiveness of wrappackages.

A number of examples are provided below where wrap packages are createdand delivered in response to various triggers and/or beacons. Invariations of these embodiments, analytics can be used to generate ordefine insight content that then can be used in the wrap package.

Authoring and Automatically Delivering Wrap Packages with Custom/InsightContent

Referring to FIG. 21, a flow chart 300 illustrating the steps ofauthoring and automatically delivering wrap packages with customcontent, including possibly insight content derived from analytics, isillustrated.

In the initial step 302, the author creates a wrap package withoutcertain content. This step typically involves the author generating awrap package of cards using the authoring tool 100, as described abovewith respect to FIGS. 7 through 20B. During one or more authoringsessions, the author creates a set of cards and defines their horizontaland/or vertical sequential order(s). The cards may be of any card typeas specified above, including but not limited to, textual, image/photo,video, transact, gallery, appointment/reservation, chat, GPS/location,and end of wrap.

During the authoring process as defined in step 304, the style(s),behavior(s), trigger(s) and/or attributes of the various cards of thewrap are defined. As the cards are created, the author relies on thevarious tools described herein to specify the user experience whenconsuming the wrap by defining the style (e.g., font type, size, colorof text and the like), card behaviors (i.e., scrolling or snap toframe), triggers (e.g., “Buy Now”, “Book Now”, etc.). However, asdescribed in more detail below, certain content is not included in thewrap package at this point.

In step 306, the author defines a class of custom content that is to beincluded in the wrap package when it is delivered to a target recipient.Most often, although not necessarily, the class of custom content fallsinto a broad category of content that is readily defined, but thespecific content (i.e., a variable) is not yet known at the time ofauthoring. For example, the wrap package may be an “active receipt” thataccompanies the purchase of a good and/or service. As such, the specificclasses of custom content may fall into a number of broad categories,such as customer name, customer account information, purchased productdetails, etc. Since none of specific transaction variables can be knownuntil an actual transaction takes place, however, the author will createduring the authoring process “empty container” components in the variouscards for each broad class of content. When the specific variablecontent becomes known or defined, the “empty container” components arethen filled prior to distribution of the wrap package.

In a non-exclusive, but more specific embodiment, the empty containerscan be defined by component type. For example, the empty containers canbe specified as an empty text component type, an empty image componenttype, an empty video component type, and empty transact component type,etc. As such, the variable content in each case is limited to thecorresponding component type. In other words, only text, images/photos,video, transactions, etc. can be inserted into or associated with emptytext, image, video, and transact empty containers respectively. Thuswhile the content in each is variable, each empty container is limitedto its component type.

In an optional variation of step 306, the author may specify thatanalytics be applied when the custom variable content is generated. Forexample, with a purchase of a product, analytics can be used to generatevariable custom content, again sometimes referred to as “insight”content, that is insightful with respect to the both the purchase itemand the target recipient, as opposed for example, randomly generatedcontent. Such marketing analytics may include, but are not limited to,the age, gender, location, purchase history, demographics, etc., of thetarget recipient, the trigger event, or other parameters. Other productor marketing analytics can also be applied specific to the purchaseditem for the purpose of generating variable insight content that canthen be included in the wrap prior to distribution.

In step 308, the authored wrap package with the empty contentcontainer(s) and any analytics rules, algorithms, parameters, or methodsused to draw insights, or otherwise define the variable insight contentusing analytics is stored. In addition, the author specifies a triggerevent for triggering the access, application of the analytics, and theinsertion or association of the resulting insight variable content intothe appropriate empty container components(s) in the card(s) of the wrappackage.

In various embodiments, the trigger event can be defined as anyconditional event. Although the number of events that could be used as atrigger is too numerous to exhaustively list, several examples will bedescribed herein, pertaining to a purchase of a product at a departmentstore. When the trigger event happens, it triggers the delivery of an“active receipt” wrap package with variable custom content, includingpossibly insight content as described in more detail below. It should beunderstood that these examples are provided merely for illustrativepurposes. In no way should these examples be construed as limiting.

As provided in decision step 310, when the trigger event occurs, then aseries of steps, as described below, are performed that result in thecreation and distribution of the wrap package with custom and/or insightcontent to a target individual.

As provided in step 312, the variable custom content is defined andaccessed from storage or otherwise associated with the wrap. Forexample, if a particular customer purchases a specific product, then thecorresponding customer and product records are accessed from database(s)and the relevant information is retrieved. As previously noted,analytics may optionally be applied to provide useful insights intodefining the variable custom and/or insight content that is inserted orotherwise associated with the wrap. In various embodiments, the variablecustom content, including any insight content, can be included inline orreferred to using an identifier such as a URL.

Thereafter, as specified in step 314, the variable custom and/or insightcontent is/are inserted into or otherwise associated with theappropriate empty container component(s) of the cards of the wrappackage.

As specified in step 316, card descriptors are generated for each cardof the wrap package. In this step as explained in more detail below,data object(s) are created for each component in a card, including thecomponents containing custom/insight content, for each card in the wrap.

In the next step 318, a wrap descriptor is generated from all of thecard descriptors generated in the previous step. Since the carddescriptors include objects that correspond to the custom and/or insightcontent, the wrap descriptor also defines the custom and/or insightcontent.

Finally, in step 320, the wrap package with the variable custom and/orinsight content is ready for distribution to the target recipient oncethe wrap descriptor is defined. As previously noted, the wrap descriptormay be distributed numerous ways, including but not limited to, byincluding the wrap ID 42 in an email, as a message, in a social mediafeed, or any other method.

Referring to FIG. 22, a flow chart 450 illustrating the steps ofgenerating card descriptors (i.e., step 316 of FIG. 21) for each card inthe wrap is shown. As previously noted, a card descriptor is acollection of data objects. Thus, generating a card descriptor generallyinvolves generating and assembling individual data objects for all thecomponent(s), content(s) and feature(s) contained in the card, includingany custom and/or insight content.

In initial step 452, a first component of the card is selected.Thereafter, data object(s) are generated for the component (step 454)along with any content in the card, regardless if the content wasoriginally authored into the card or later added as variable customand/or insight content (step 456). In addition, data object(s) aregenerated for attribute(s) (step 458), style(s) (step 460), trigger(s)(step 462) and/or defined and/or declared behavior(s) (step 464)associated with the component. In decision step 466, it is determined ifthere are any additional components associated with the card. If yes,then steps 454 through 466 are repeated for each component. If not, thenin step 470, any meta data is associated with the card. Finally, thecard descriptor is generated from all the data object(s) and the metadata (step 472). The card descriptor thus contains everything needed torender the card at runtime, including any variable custom and/or insightcontent.

It should be noted that the flow chart 450 described above similarlyapplies to gallery cards. For each gallery container of the gallerycard, the above process is repeated for each component. When all thecomponents have been exhausted for a given gallery container, theprocess is repeated for the next gallery container. A card descriptor isthen generated for the gallery card when the above-described iterativeprocess is complete for all of the gallery containers.

Referring to FIG. 23, a flow diagram 480 illustrating the steps ofgenerating a wrap descriptor (step 320 of FIG. 21) is illustrated. Inthe initial step (482), a first card of the wrap is selected and itscard descriptor is generated (step 484) using the process describedabove with respect to FIG. 22. Thereafter, in decision 486, it isdetermined if there are any additional cards in the wrap package. Ifyes, then the next card in the wrap is incremented (step 488) and thecard descriptor for that card is generated in step 484. This process isrepeated until a card descriptor is generated for all the cards in thewrap, as determined in decision 486. In step 490, any meta data isassociated with the wrap package. Finally, in step 492, the wrapdescriptor is generated from all the card descriptor(s) and any metadata associated with the wrap.

The wrap descriptor is thus a collection of card descriptors, eachspecified in terms of a collection of data objects defining thestructure, layout and content, including any variable custom and/orinsight content, for each of the cards of the wrap package respectively.As such, the wrap descriptor includes everything necessary to render thewrap upon runtime, including any variable custom and/or insight content.

Example Active Receipts with Variable Custom/Insight Content

Referring to FIG. 24A, an exemplary wrap package 498 authored withoutcustom and/or insight content is illustrated. In this example, the wrappackage 498 is for distribution to customers as an “active receipt” forpurchase of product(s) at the department store, Neiman Marcus.

In this example, the wrap package 498 has been authored to include atotal of five (5) cards.

The first card 498A provides the Neiman Marcus logo and includesvariable text component containers for custom and/or insight content,including the yet to be defined name of a purchasing customer and thelocation of the local store where the customer purchases an item.

The second card 498B includes a variable image and/or text componentcontainer for custom content, including a text and/or an image of areceipt for the yet to be defined purchased product(s).

The third card 498C is a gallery card that includes three gallerycontainers. In each, a variable image component container is providedfor displaying an image/photo of a yet to be defined accessory productthat is related to the yet to be purchased item. In addition, a variabletext component container is provided for the display of the purchaseprice for the displayed item once it has been defined. Since eachgallery component includes a transact trigger, selecting the “BUY”button initiates a transaction process for purchasing the displayed itemat the displayed price using any of the above-mention transactiontechniques.

The fourth card 498D is a chat card that includes variable text andimage component containers for custom content, including the name andphoto of a yet to be defined personal shopping assistant. Since card498D is a chat card, selection of the “Chat” trigger initiates an onlinechat session with the designated sales assistant using any of theabove-mentioned methods for implementing a chat function within a card.

Finally, the fifth card 498E is an end of wrap card. This card includesa variable image component container for an image/photo appropriate forthe end of the wrap.

Referring to FIG. 24B, an exemplary logical computing infrastructure 500for authoring and automatically distributing wrap packages 498 withvariable custom content for Neiman Marcus is illustrated. Theinfrastructure 500 includes a server 520, a wrap engine 522, ananalytics tool 524, the authoring tool 100, a customer database 526containing a plurality of customer records 528, a product database 530including a plurality of product records 532, and a sales assistantdatabase 534 that includes records 536 for personal sales assistants forNeiman Marcus. In addition, the infrastructure 500 includes atransaction engine 538 for processing transactions that originate in thewrap package 498.

In this example, the author uses the authoring tool 100 to author thewrap package 498, including the empty custom content containercomponents as described above. Once the authoring process is complete,the wrap package 498 and the trigger event are stored at the wrap engine522. When the trigger event occurs (i.e., a customer purchases an itemat a Neiman Marcus store), the wrap engine 522 interacts with thecustomer database 526, the product database 530 and sales assistantdatabase 534 via the server 520, retrieving the appropriate records tofill the empty component containers of the cards 498A through 498Erespectively.

As previously noted, the analytics engine 524 may optionally be used toascertain at least some of the variable custom and/or insight content,based on insights and other conclusions, inserted into or associatedwith some of the content container components. Thereafter, the carddescriptor and the wrap descriptor for the final wrap package, includingthe custom and/or insight content, is generated and stored at the wrapengine 552. Thus, when requested by the purchasing customer 540, a wrappackage with custom and/or insight content, derived from wrap package498 of FIG. 24A, is delivered over the network 542. In the examplesdiscussed below, two wrap packages with custom and/or insight content,550 and 560, are provided to two different purchasing customers.

Referring to FIG. 24C, the wrap package 550 with variable custom and/orinsight content, derived from the wrap package 498, is shown after thepurchase by a customer. In this example, the first card 550A, thevariable custom content including the name of the purchasing customer(Andrea Smith) and the local Neiman Marcus store (San Francisco, Calif.)appear in the two defined variable text components containers. In card550B, variable custom content including an electronic receipt of theitem(s) purchased (e.g., Prada shoes) by the customer appears in thevariable component container. In gallery card 550C, a number of variableinsight content items (purse, necklace, and sun glasses) thataccessorize the original purchase appear in the variable componentcontainers of the three gallery containers. In card 550D, an image andname of the personal shopping assistant (Mary Cruz) for Andrea Smithappear in the variable component containers. Finally, in the end of wrapcard 550E, variable insight content (e.g., an image of a woman in a Falldress) appears in the variable component container.

Referring to FIG. 24D, a second wrap package 560 with variable customand/or insight content, derived from the wrap package 498, is shownafter the purchase by another customer. In this example, the first card560A, the custom content including the name of the purchasing customer(Mark Jones) and the local Neiman Marcus store (Dallas, Tex.) where thepurchase occurred appears in the two variable components containers. Incard 560B, the custom content of the purchased item (e.g., an Armanisuit) appears in the variable component container. In gallery card 560C,a number of custom and/or insight content items (men's dress shoes,neckties, and dress shirt) that accessorize the original purchase appearin the variable component containers of the three gallery containers. Incard 560D, an image and name of the personal shopping assistant (BradNewman) for Mark Jones appear in the variable component containers.Finally, in the end of wrap card 560E, an image of a man in a Fallsports jacket appears in the variable component container.

As previously noted, analytics can optionally be applied when generatingthe variable content to be inserted into or associated with the variousempty components of the cards of a wrap package. In the Neiman Marcusexample, a number of analytics can be used to gain insights into thetype of accessory items that should be included in the gallery cards.For example, the age, gender, demographics, location, type of itempurchased, etc., can all be used to intelligently define the types ofitems (i.e., the insight content) that should appear in the galleryand/or the end of wrap card in each example.

Again, it should be noted that the examples of custom content wrappackages as provided herein are merely exemplary and should not beconstrued as limiting in any way. On the contrary, a wide variety ofwrap packages with just about any type of custom content, under a widevariety of circumstances, using any relevant analytics, can be authoredand distributed.

Using Beacons to Generate and Deliver Wrap Package of Cards withCustom/Insight Content to Target Individuals

In yet another embodiment, beacons can be used as the trigger event togenerate and deliver wrap packages of cards with variable custom and/orinsight content.

Referring to FIG. 25, a flow diagram 600 illustrating the use of beaconsto automatically generate and deliver wrap packages of cards with customand/or insight content to target individuals is illustrated. Asdescribed below, this process is similar, although not identical, to theprocess described above with respect to FIG. 21.

In the initial step 602, the author creates a wrap package withoutcustom content. This step typically involves the author generating awrap package of cards using the authoring tool 100, as described abovewith respect to FIGS. 7 through 20B. During one or more authoringsessions, the author creates a set of cards and defines their horizontaland/or vertical sequential order(s). The various cards of the wrap mayinclude any card type as specified above, including but not limited to,textual, image/photo, video, transact, gallery, booking/reservation,chat, GPS/location, and end of wrap, etc.

During the authoring process as defined in step 604, the style(s),behavior(s), trigger(s) and/or attributes of the various cards of thewrap are defined. As the cards are created, the author relies on thevarious tools described herein to create the intended user experiencewhen consuming the wrap by defining the content (e.g., images, photos,video, etc.), style (e.g., font type, size, color of text and the like),card behaviors (i.e., scrolling or snap to frame), application orweb-site like functionality (chats, GPS, transactions, etc.) andtriggers (e.g., “Buy Now”, “Book Now” buttons, etc.). However, asdescribed in more detail below, certain custom and/or insight content isnot included in the wrap package at this point.

In step 606, the author defines variable custom and/or insight contentthat is to be included in the wrap package when it is delivered to atarget recipient. Most often, although not necessarily, the customand/or insight content falls into a general category or class of contentthat is readily defined, but the specific variable content is not yetknown at the time of authoring. For example, the wrap package may be apromotional wrap that advertises the sale of a category of goods and/orservices that are delivered to a target consumer when they trigger abeacon upon entering a particular department of a department store.Since none of variable custom and/or insight content for completing thewrap can be known when the wrap is authored, “empty container”components are defined within the various cards of the wrap that arelater filled or associated with the variable custom and/or insightcontent when a beacon is triggered. For example, one set of customand/or insight content may be inserted into or associated with the emptycontainer components when a customer enters the Men's department,whereas a different set of custom and/or insight content may be insertedinto or associated with the empty component container(s) when anothercustomer enters into the Women's department.

In step 607, once the authoring of the wrap package with the emptycomponent container(s) is complete, the wrap package is saved. Forexample in a non-exclusive embodiment, the wrap package is saved by thewrap engine 522 of the wrap infrastructure described above with respectto FIG. 24B.

In decision 608, it is determined if a target recipient of the wrappackage has roamed into a range of a beacon.

If yes, then the target recipient is identified in step 610. In anon-exclusive embodiment, the target recipient is identified using aniBeacon as developed by Apple of Cupertino, Calif.), which arecompatible with the well-known Bluetooth Low Energy protocol. Suchbeacons broadcast an identifier to any nearby mobile communicationdevice that may roam into range, such as smart phones and/or tablets. Inreply, the mobile communication device, such as those running either iOSor Android operating systems, are configured to listen for thebroadcasts. When in range and the broadcast is identified, the mobiledevice responds with location information and unique identifierinformation, which can be used to identify the target and their specificlocation (e.g., a name of a customer and a specific department in adepartment store). In an alternative embodiment, an application (i.e.,an “app”) can be preinstalled onto mobile communication device. When themobile communication device enters into the range of a beacon, theunique identifier of the device, as well as its location, are providedduring a session between the beacon and the mobile device. With eitherembodiment, the target recipient and his/her specific location can beascertained.

In optional step 612, analytics specific to the identified targetrecipient may be applied to obtain insights into defining the customand/or insight content to be included in the wrap. For example, a widearray of analytic parameters, such as gender, age, location, past buyinghistory, location, and other demographics, such as income, personalpreferences, etc., may be applied in generating or defining the insightcontent to be included in the empty component container(s) of the wrappackage. For instance, the custom and/or insight content defined for a20 year-old female student will be different than a 55 year-oldbusinessman.

In an optional step 614, analytics specific to the triggered beacon areapplied to gain insights into defining the custom content to be includedin the empty component containers of the wrap package. Different customcontent can be specified depending on a wide variety of analyticfactors, such as a given department (e.g., men's shoes vs. woman'sformal wear), a time period in which the beacon was triggered (e.g., thetime period or season of the year (winter, spring, summer or fall)).

For example, if the aforementioned businessman enters the jewelrydepartment in a department store, then analytics based on demographics,past buying history, season of the year, etc. can all optionally beapplied to gain insight into defining the custom and/or insight contentthat is most likely to entice and peak the interest of the target intomaking another purchase. If the businessman had previously purchasedjewelry for his wife, then customized insight content specific tojewelry items for his wife can be delivered to the businessman in theform of a wrap package when a beacon detects he has entered the jewelrydepartment during the holiday shopping season for example.

Similarly, for the 20 year-old female student, analytics can alsooptionally be applied to again gain insights into defining the customcontent. For instance, if the student enters the women's causal weardepartment in the month of June in a department store located inFlorida, then custom and/or insight content relative to summer or beachclothing (e.g., tee-shirts, shorts, bathing suits, etc.) would bedefined. However, if the same student entered a similar department in adepartment store located in New England during the month of February,then winter-related custom and/or insight content (e.g., coats,sweaters, boots, etc.) would be defined.

It should be noted that the above examples are merely illustrative Thelook, feel, content, and functionality of wrap packages, along with thecustom content, and optionally any analytics used to define the customcontent, can all widely vary. The above examples, therefore, should notbe construed as limiting in any manner.

In step 616, the custom and/or insight content for insertion into orassociation with the empty component containers of the wrap package isdefined, optionally by applying the analytics as discussed above withrespect to steps 612 and/or 614.

In step 618, the defined custom and/or insight content is associatedwith the appropriate empty component containers of the wrap package. Invarious embodiments, the custom and/or insight content can be insertedinline into the cards are referenced using an identifier, such as a URL.

In step 620, a card descriptor is generated for each card, including anycustom and/or insight content, included in or associate with the wrappackage, using the process described above with respect to FIG. 22.

In step 622, a wrap descriptor for the wrap package, including thecustom and/or insight content, is generated from the card descriptorsusing the process described above with respect to FIG. 23.

Finally, the wrap descriptor is delivered to the target recipient instep 624. In one non-exclusive embodiment, a wrap cover including a URLthat contains a unique wrap ID 42 for the wrap package is sent to thetarget recipient in the form of a message, such as an email or othermessage type, such as a text or other multi-media message. When thetarget recipient accesses the cover in the message, the URL is accessed,causing the wrap ID 42 to be requested. In response, the wrap descriptoris delivered to the target recipient.

Referring to FIG. 26, a diagram 640 illustrating a plurality of beaconsprovided at different locations of a Neiman Marcus department storelocated in Palo Alto, Ca is illustrated. In this example, the variousdepartments in the store each have their own beacon 646 that defines arange designated by a dashed circle 468. Specifically, the beacon andcorresponding range for the Men's Casual, Men's Shoes, Men's Suits,Women's Shoes, Cosmetics and Women's Dresses departments are representedby reference numerals 646A/648A, 646B/648B, 646C/648C, 646D/648D,646E/648E, and 646F/648F respectively.

As described in more detail below, wrap packages with custom and/orinsight content are generated and delivered to target recipients as theyenter the various departments of the store. In a non-exclusiveembodiment, the wrap packages with custom and/or insight content aregenerated and delivered using a logical computing infrastructure 500similar to that described above with respect to FIG. 24B.

Examples

Referring to FIG. 27A, an exemplary wrap package 550 with emptycomponent containers is illustrated. This wrap has been authored todeliver custom content to customers as they enter the variousdepartments of the Neiman Marcus store of FIG. 26.

The wrap package 550 has a first card 550A that includes the store name“Neiman Marcus” and a message “Welcome to our Store in Palo Alto”. Inaddition, the card includes a variable text component container 552A forthe name of an identified target recipient.

The second card 550B includes another variable text component container552B and a variable image component container 554B for naming anddepicting a particular department in the store respectively. When atarget triggers one of the beacons 646A-646F, text and an imagepertinent to the corresponding department are inserted into orassociated with the two containers 552B and 554B respectively.

The third card 550C is a gallery including a plurality of gallerycontainers. The intent of the gallery card 550C, in this example, is topopulate the various gallery containers with variable text and variableimages related to products in the department the target entered. Eachgallery container includes a variable text component container 552C fornaming a product, a variable image component container 554C forpresenting an image of the named product, another variable textcomponent container 556C for displaying the cost of the displayedproduct, and a “BUY” trigger 558C. As previously discussed, the BUYtransaction can be processed in a number of ways, includingcul-de-sacing to a remote web site, using a transaction widget embeddedin the card 650C or elsewhere in the wrap, or building in thefunctionality necessary to process and complete the transaction withinwrap 650 itself.

The fourth card 550D is a chat card. Variable text and image componentcontainers 552D and 554D are provided for the name and picture of ayet-to-be defined personal shopping assistant. In addition, a “Chat”trigger 559D is provided. When selected, an online chat session isestablished between the target and the identified personal assistant.

Finally, the fifth card 550E is an end of wrap card. This card includesvariable text and image component containers 552E and 554E forappropriate text and an image or photo for the end of the wrap.

In one example, a customer named Tom Casey enters the range 648B of thebeacon 646B associated with the Men's shoe department. As a result, thebeacon 646B is triggered, resulting in the identification and locationof Tom Casey in or near the department. In response, the computinginfrastructure 500, as described above, optionally using analytics,generates a wrap package 660 with custom and/or insight content.

In this particular example, Mr. Tom Casey's customer records 528 (e.g.,name, address, purchase history, account information, profile, etc.) areaccessed in the database 526. In addition, since the triggered beaconcorresponds to the Men's shoe department, the product database 530including records pertaining to a number of men's shoes are alsoaccessed. Once the databases are accessed, analytics may optionally beapplied to gain insights and define the specific custom and/or insightcontent to be included or otherwise associated with the wrap.

For example, the income, demographics, past buying history, cost andbrand of past shoe purchases, etc. of Tom Casey are considered. Inaddition, because Palo Alto is a warm climate, warm weather shoes, asopposed to cold weather shoes or boots, are considered. Using these orsimilar analytics, the analytics tool 524 defines the custom and/orinsight content that is likely to enhance the possibility that Mr. Caseywill make another shoe purchase while visiting Neiman Marcus that day orin the near future.

Referring to FIG. 27B, an exemplary wrap package 660 for Tom Casey withcustom and/or insight content is illustrated. The wrap package 560 isderived from the authored wrap package 550 with the various variablecomponent containers filled with custom and/or insight content.

In the first card 660A, a message welcoming Tom Casey to the NeimanMarcus store in Palo Alto is provided. The name “Tom Casey” is insertedinto or associated with the text component container 552A of card 550Ato create this card.

In the second card 660B, text “Semi Annual Sale on Men's Shoes” andgraphics pertinent to the relevant department is inserted into orassociated with the variable component containers 552B and 554B of card550B respectively to create the card.

In the gallery card 660C, a gallery of men's shoes is provided in thevarious gallery containers. Again, text, image and price content areinserted into or associated with the variable component containers 552C,554C and 556C of each gallery container respectively. By scrolling upand down when the wrap is being consumed, the various displayed shoescan be purchased by selecting the corresponding BUY trigger.

In the fourth card 660D, a chat card enabling a chat with a personalshopping assistant named Brad Newman is provided. Again, the name and aphoto of the assistant are inserted into or associated with the variablecomponent containers 552D and 554D to create the card.

Finally, in the fifth card 660E, an end of wrap card is provided. Inthis example, text reciting “See the Latest Fall Fashions” and an imageof a man in a suit are inserted into or associated with text and imagevariable component containers 552E and 554E of card 550E to create thecard.

Referring to FIG. 27C, another exemplary wrap package 670 with customand/or insight content is illustrated. In this example, the targetcustomer is a woman, named Tina Dean, who entered into the Women's Dressdepartment in the same Neiman Marcus department store 640, triggeringthe beacon 646F. In a manner similar to that described above, includingoptionally the use of analytics, the wrap package 670 with custom and/orinsight content relevant to Tina Dean and women's dresses is generatedand delivered. In the first card 670A, a message welcoming Tina Dean tothe Neiman Marcus store in Palo Alto is provided. In the second card670B, text and graphics informing Tina Dean of the new spring dresses isprovided. In the third card 670C, a gallery of spring dresses by variousdesigners is provided. By scrolling up and down, the various dresses canbe viewed and purchased by selecting the corresponding BUY button. Inthe fourth card 670D, a chat card allowing or enabling a chat with apersonal shopping assistant named Mary Jones is provided. Finally, inthe fifth card 670E, an end of wrap card is provided with text and animage of a handbag accessory.

In each of the examples provided above, the wrap packages 660 and 670,is each delivered to a customer as they enter a particular department inthe store 640. By timely delivering custom content, especially whenintelligently using analytics, wrap packages can effectively be used toreach out and contact customers, increase sales, improve customerexperiences and brand loyalty in ways previously not possible.

The examples provided in FIGS. 27A through 27C are merely illustrativeand in no way should be construed as limiting. It should be understoodthat the circumstances and situations, including the type of customcontent that can be included in a wrap package that is delivered inresponse to the triggering of a beacon may widely vary and should not belimited by any examples provided herein.

In the aforementioned embodiments, a wrap descriptor is generated afterthe custom and/or insight content is defined and inserted into orotherwise associated with a wrap package. It should be noted, however,that in alternative embodiments, the wrap descriptor for a wrap packagecan be generated before a trigger event and/or any containing customand/or insight content is defined.

Referring to FIG. 28, a flow diagram 700 illustrating the steps forgenerating a wrap descriptor for a wrap package before a trigger eventand/or any containing custom and/or insight content is defined isillustrated.

In the initial step 702, cards of a wrap package are authored with oneor more variable content component containers. As previously described,these variable content component containers may text, images, photos,triggers, or any other type of component or behavior.

In step 704, the style(s), attribute(s), trigger(s), and/or attribute(s)for the cards of the wrap package are defined.

In steps 706 and 708, the card descriptors and wrap descriptor for thewrap package are generated using a process similar to that describedabove with respect to FIGS. 22 and 23. This embodiment differs, however,in that the data objects define variables for the various types ofcontent to be later defined and associated with the cards. Once the wrapdescriptor is generated, with the variables, it is stored in step 710.

In step 712, a trigger event occurs. As previously discussed, thetrigger can be entering the range of a beacon. In other embodiments, thetrigger can be any event, such as the purchase of a good or service, orany other predefined and/or conditional event.

In step 714, the custom and/or insight content, optionally usinganalytics, is generated or otherwise defined after the trigger event hasoccurred.

In step 716, the generated or defined custom and/or insight contentis/are associated with the various variables referenced in the dataobjects defining the cards of the wrap package respectively.

Finally, in step 718, the wrap descriptor is distributed to a targetupon request.

In an alternative embodiment, the trigger event can be the opening of awrap by the target recipient. In other words, steps 702 through 710 andstep 718 would all occur prior to ascertaining if the trigger hasoccurred. When the target opens and starts to consume the wrap, thenstep 714 for ascertaining custom and/or insight content and step 716 forassociating the ascertained custom and/or insight content with thecorresponding content component containers occurs. This embodiment hasthe advantage of potentially delivering content that is more timely andrelevant than simply using beacons as the trigger event as discussedabove. For example as a customer roams from department to department ata store, they may receive multiple wraps as various beacons aretriggered. As a result, previously received, but un-opened andun-consumed wraps, may become stale after the customer wonders intoanother department. With this embodiment, however, a first trigger whenthe customer enters the store may result in the delivery of a wrap, butwithout any custom and/or insight content. Then, when the wrap is openedand consumed, steps 714 and 716 are performed, resulting in the deliveryof timely and relevant content. For example, if the wrap is opened andconsumed while in the men's shoe department, or alternatively thewoman's dress department, then either shoe or dress related content isascertained and delivered.

Wraps as Messages

The described wrap packages 10 are essentially cloud based portable dataobjects that can readily be distributed using a wide variety ofelectronic techniques including messaging, posting and inclusion aslinks in documents, articles or other electronic communications. Thewrap package 10 thus allows authors to take applet and websitefunctionality and make them consumable as a message, delivered in anarrative storytelling format. This allows the transformation of an appor website functionality into a portable, sharable, and savable wrappackage 10, that can be distributed like electronic messages (e.g.email, SMS, text) are disseminated today. For example as illustrated inFIG. 7M, the media triggers 381 and 383 can be used to share the wrappackage 310 with others via Facebook Twitter. Although in thisembodiment actual triggers for sharing are provided within or embeddedin the wrap itself, this is not always necessary for sharing the wrap.Alternatively for example, the cover 15 that includes a URL associatedwith the wrap (e.g., the wrap ID 42) can be posted on a social mediasite or feed, email to others, or otherwise distributed using anelectronic communication protocol or platform.

Not only are the wrap packages 10 easy for publishers and others todistribute, but viewers and other recipients of a wrap may also readilyshare a wrap with their friends, family, coworkers, colleagues, etc.This is a powerful construct that can greatly extend or enhance themarket (or other target segment) reach and penetration of a welldesigned wrap since a “message” from a friend or acquaintance is oftenmore favorably received than a message from an unknown party. Neitherapplets nor websites are well suited for such viral distribution.

Since the set of cards 14 that make up a wrap package 10 areencapsulated as a data object and can be sent as a unit, the wrappackage 10 can also readily be stored on a viewer's device if the viewerso desires. Contrast this with a conventional multi-page website whichis not designed to be persistently stored on a viewer's device as aunit, even if individual pages may sometimes be cached. It alsoeliminates third party aggregator (e.g., the Apple App Store; GooglePlay, etc.) control over the delivery of a company's services/messagesto its customers as occurs in the distribution of conventional apps.

Benefits and Advantages of Wrap Packages

Wrap packages 10 offer a number of benefits and attributes currently notavailable with conventional methods of distributing content, such aswith PDFs, web sites, or stand-alone apps. Since cards 14 can besequenced and authored to include media content, applicationfunctionality, and e-commerce related services, wrap packages 10 havethe unique ability to narrate a story, in a book-like format, thatcaptures and holds the attention of the viewer, while also offering an“app” like user experience. As such, wrap packages 10 offer a newweb-based platform for storytelling, communicating ideas, and deliveringhighly visual and functional user experiences. Wrap packages 10 thusenable a new business paradigm for selling, advertising, publishing,increasing brand loyalty, offering services, and contacting and engagingnew and old customers alike, all ideally delivered to consumers on theirmobile devices, where they spend their time and consciousness. Wherebusinesses used to have to build destinations (e.g., websites) ormonolithic systems (e.g., “apps”), they can now, instead, provideconsumers with wrap packages 10, that are delivered like messages, andthat provide the user experiences and functionality they really want andneed. As a result, wraps 10 create opportunities for business toinnovate and improve products and services, leveraging the mobile web inways not before possible, because a convenient, enabling interface andplatform did not previously exist.

Wrap packages 10 are also like interactive messages that can be easilyshared, delivered over the mobile web, and locally stored. With theability to share, distribute over the mobile web and locally store,popular wrap packages can readily go viral.

Wrap packages 10 are also preferably delivered using a SaaS (Software asa Service) model, meaning wrap packages are delivered only on anas-needed basis.

Wrap packages can be authored by anyone, from an individual with littletechnical or design skills, to large and sophisticated enterprises.

Wrap packages 10 can be distributed narrowly to a specific or targetedperson or persons or widely distributed to many, many persons.

Wrap packages 10 can be written once and can run on just about anybrowser enabled device. As a result, wraps are not platform, operatingsystem, or device dependent.

Since wrap packages 10 can be easily generated and optionallydynamically updated with new content, wrap packages can be used as adigital “corollary” or “companion”, accompanying the sale or rental ofgoods and/or services. For example, wrap packages can be created anddistributed as an “Active Receipt” accompanying the sale or rental of agood or service. The merchant can thus provide through the wrap package10 ongoing contact and support to on-board, up-sell and/or cross-sellthe customer with ancillary goods and/or services, potentially for theentire life cycle of the product or service, all delivered in a digitalformat that never gets lost or misplaced. Accordingly, wrap packages canbe used as an essential component of any product or service, deliveringbetter customer service and creating new selling opportunities.

In summary, wrap packages 10 introduce the “narrative web”, which is astorytelling mobile user interface, delivered over a cloud-basedplatform, ushering in a digital evolution of mobile marketing andcustomer relationship management. As a marketing tool, wrap packages 10have the unique ability to increase mobile engagement, lead generation,and conversion, enabling businesses to increase sales, improve loyalty,and enhance customer relationships and loyalty. Wrap packages 10 thusoffer a compelling business proposition by solving one of the biggestproblems in the mobile space of today; namely the lack of connectivitybetween apps. With wrap packages 10, however, consumers and other userscan enjoy a multi-function app-like experience, without having to be inan app, download an app, or open any apps.

Finally, while many of the benefits and attributes of wrap packages 10are realized on mobile devices operating on the mobile web, it should bemade clear that there is nothing inherent with wrap packages 10 thatlimit their usefulness or functionality in non-mobile environments. Onthe contrary, wrap packages 10 can also be used, and all the samebenefits and attributes realized, on non-mobile devices, such as desktopcomputers and/or smart TVs for example.

The present invention is thus intended to be broadly construed to coverany system and method, such as carousel ads for example, that enablespublishers and marketers to tell sequenced stories with (i) acombination of images, photos, text, video and other types of media,(ii) a swipe-able format that enables viewers to navigate the mediadisplayed in one card or gallery container of a gallery card to thenext, and (iii) includes embedded app-like functionality and/or links toother locations that provide additional information or suchfunctionality and/or services. Consequently, the present applicationshould not be construed to just those specific embodiments as describedherein.

In the primary described embodiments, all of the behaviors are declaredrather than being stored in-line within the descriptor. Thus, thedescriptor itself does not have any programmable logic. In manyembodiments, the declared behavior are all defined within the runtimeviewer such that the runtime view can readily associate the desiredbehavior with the wrap, card or component as appropriate in a runtimeinstance of the wrap. It should be appreciated that this is aparticularly powerful framework for enhancing portability of the wraps.With the descriptor/runtime viewer approach, a single item (thedescriptor) can be used to define all of the content and functionalityof a set of cards that can be rendered on virtually any platform. Thedeclared functionality is provided (or obtained) by the runtime viewerswhen the wrap is to be rendered so that the author of the wrap is notrequired to know or understand any of the idiosyncrasies of anyparticular platform. The runtime viewer may be a generic runtime viewer(e.g., a viewer executable by a conventional browser) or may be nativeviewer customized for a particular platform. Regardless of theunderlying platform, the runtime viewer handles the tasks of associatingthe declared behaviors with the wrap/cards/components which frees thewrap author and/or authoring tool from having to ensure that desiredbehaviors are programmed correctly for all of the different platformsthat the wrap may be rendered on.

In most implementations, all of the sizeable assets that serve ascontent of the wrap are referenced in the wrap by appropriateidentifiers rather than being stored directly in the wrap. This againsignificantly enhances portability by keeping the size of the descriptorsmall while facilitating the use of rich media content.

From the foregoing it should be apparent that the described wrappackages provide businesses with a powerful tool for engaging theircustomers, suppliers, employees or other constituents in a format thatis particularly well tailored for display on mobile devices.

Although only a few embodiments of the invention have been described indetail, it should be appreciated that the invention may be implementedin many other forms without departing from the spirit or scope of theinvention. For example several specific wrap descriptor structures havebeen described. Although such descriptor structures work well, it shouldbe appreciated that the actual descriptor structure may vary widely. Forexample, in some embodiments some special behaviors can be definedwithin a wrap descriptor if desired. Such in-line behavior definitionmight be particularly useful in association with certain behaviorextensions that are not otherwise readily available. For example,JavaScript can be included within a JSON object and various otherdescriptor structures. Thus, when JSON descriptors are used, selectedbehaviors or behavior overrides can be defined in-line using JavaScriptif desired. Although programmed functionality can be included in somecircumstances, it should be appreciated that liberal definition ofbehaviors within a wrap tends to defeat some of the primary advantagesof the described descriptor/runtime viewer framework.

In many implementations much of the actual content of the wrap will bereferenced by the descriptor rather than being stored in-line within thedescriptor. However, the balance between in-line storage and referencesto external assets in any particular wrap descriptor may be widelyvaried anywhere from 100% referenced content to (at least theoretically)100% in-line content—although the later is less desirable for media richcontent and again, begins to defeat some of the advantages of using thedescriptor approach. The choice between in-line and referenced contentwill typically be dictated in large part by the relative size of thecontent. For example, text, which tends to be very compact, is generallymore suitable for inclusion in-line, whereas more graphic media, images,videos and/or audio files are typically more efficiently referenced.

A few different methods of and architectures for serving wrap packagesand constructing runtime instances have been described herein. Althoughonly a few approaches have been described in detail, it should beapparent from the foregoing that a wide variety other methods andarchitectures can be used as well. Therefore, the present embodimentsshould be considered illustrative and not restrictive and the inventionis not to be limited to the details given herein, but may be modifiedwithin the scope and equivalents of the appended claims.

What is claimed is:
 1. A method, comprising: (a) defining a set of cardsof a wrap package with one or more variable content container(s); (b)ascertaining if a predefined trigger event has occurred; (c) definingcustom content to be associated with the one or more variable contentcontainer(s) when the predefined trigger event is ascertained; (d)associating the custom content with the one or more variable contentcontainer(s) of the set of cards of the wrap package when the triggerevent occurs; and (e) distributing the wrap package to a targetindividual after the trigger event occurs, the distributed wrap packagehaving the custom content associated with the one or more variablecontent container(s) of the set of cards of the wrap package.
 2. Themethod of claim 1, further comprising: specifying a content type foreach of the one or more variable content container(s); and associatingthe custom content to the one or more variable content container(s) bythe specified content type respectively.
 3. The method of claim 1,wherein each of the one or more variable content container(s) comprisesone of the following: a variable text content component container; avariable photo/image content component container; a variable videocontent component container; or a variable trigger content componentcontainer.
 4. The method of claim 1, wherein defining the custom contentfurther comprising applying analytics to a set of data.
 5. The method ofclaim 4, wherein the one or more analytics pertain to the targetindividual and include one or more of the following: (a) age; (b)gender; (c) location; (d) buying history;
 6. The method of claim 1,wherein defining the set of cards of the wrap package further comprisesperforming one or more of the following: (a) defining one or more stylesfor the set of cards of the wrap package; (b) defining one morebehaviors for the cards of the wrap package; (c) defining one or moretriggers in the set of cards for triggering an action when selectedduring consumption of the wrap package; (d) defining one or moreattributes for the cards of the wrap package.
 7. The method of claim 1,further comprising generating a set of card descriptors for the set ofcards of the wrap package respectively, the set of card descriptorsincluding one or more data objects representative of the custom contentassociated with the set of cards of the wrap package.
 8. The method ofclaim 1, further comprising generating a wrap descriptor for the wrappackage, the wrap descriptor including a set of card descriptorsincluding one or more data objects representative of the custom contentassociated with the set of cards of the wrap package.
 9. The method ofclaim 1, further comprising generating a wrap descriptor for the wrappackage, the wrap descriptor defining the wrap package by: (a)specifying the set of cards of the wrap package; and (b) specifying aset of card descriptors for the set of cards respectively, each of thecard descriptors defining the content, including any of the associatedcustom content, structure and layout for the corresponding card amongthe set of cards respectively.
 10. The method of claim 1, wherein thepredefined trigger event is a conditional event.
 11. The method of claim1, wherein ascertaining if the predefined trigger event has occurredfurther comprises: defining one or more analytics associated with thepredefined trigger event; and ascertaining that the predefined triggerevent has occurred at least partially based on the one or moreanalytics.
 12. The method of claim 1, wherein defining the set of cardsof the wrap package with the one or more variable content container(s)further comprises: defining the set of cards of the wrap package fromone or more card templates; and defining the one or more variablecontent container(s) in the set of cards.
 13. The method of claim 1,wherein defining the set of cards of the wrap package with the one ormore variable content container(s) further comprises: using an authoringtool that specifies one or more card templates; creating the set ofcards of the wrap package from the one or more card templatesrespectively; and authoring the set of cards created from the one ormore card templates to include the one or more variable contentcontainer(s).
 14. The method of claim 1, wherein defining the set ofcards of the wrap package further comprises authoring one or more linearsequences for rendering the set of cards, the one or more sequencesincluding: (i) a horizontal sequence; (ii) a vertical sequence; or (iii)both the horizontal and the vertical sequences.
 15. The method of claim1, wherein defining the set of cards of the wrap package furthercomprises defining a card type among a plurality of card types for eachof the cards of the wrap package, the plurality of card types including:(a) a textual card; (b) an image or photo card; (c) a video card; (d) adocument card; (e) a gallery card; (f) a chat card; (g) a location orGPS functionality card; (h) a transact card; (i) an appointment makingcard; and (j) an end of the wrap package card.
 16. The method of claim1, wherein defining the set of cards of the wrap package furthercomprises selectively defining a component into a select card of thewrap package.
 17. The method of claim 16, wherein the component authoredinto the select card is a dynamic component that is capable ofdynamically updating when the select card is rendered.
 18. The method ofclaim 16, wherein the components is selected from the group consistingof: (a) text; (b) an image or photo (c) video; (d) a document; (e) achat function; (f) a location or GPS function; (g) a transact function;or (h) an appointment making function.
 19. The method of claim 1,further comprising assigning a unique wrap identifier to the wrappackage, the wrap identifier used for accessing the wrap package. 20.The method of claim 1, further comprising associating a cover with thewrap package, the cover defining a wrap identifier for identifying andaccessing a wrap descriptor associated with the wrap package.
 21. Themethod of claim 1, further comprising associating meta data with thewrap package.